Sprint

Customer acquisition ROI through ad effectiveness

CHALLENGE

Sprint was looking to significantly improve their average return on marketing spend.

solution

We targeted consumers exposed to Sprint advertising with a survey and used ENGINE Connect to combine primary survey data (current carrier, mobile preferences, etc) with respondents’ online behavioral data (ad exposure, subsequent search tracking, etc.).

Through deep analysis we identified bespoke customer segments that were further segmented by their projected actions; 1) Mid-Funnel outcomes regarding socializing and 2) Lower-Funnel outcomes related to search and conversion.

We then implemented a new, optimized go-to-market advertising plan driven by behave-alike models for each of the segments, including optimized media plans based on consumers’ digital behavior.

IMPACT

Our solution resulted in a 30% increase in per customer revenue vs prior campaigns of a similar scale / spend.

30%

increase in ROI