Data-Driven Marketing

Project Description

Stagnant response rates demand better analytics and targeted creative to lift conversions.

The Challenge.

Providing healthcare services within a local pharmacy setting has enormous potential for clients who seek convenience and quality.  However, driving a consistent flow of in-store traffic to sustain the offering has remained a challenge.  To begin, this national-chain retailer began a seasonally-oriented flu shot reminder direct marketing effort. Armed with a significant amount of client data, but displeased with the campaign ROI, the company knew better modeling was needed to drive better response rates and improve their overall marketing investment.

The Solution.

Intelisent’s Data Analytics team reviewed the company’s current client data, as well as their prior targeting tactics, and uncovered some simple, yet insightful, findings.  Through predictive analytics, they found a link between seasonal campaigns and age. Specifically, families with children age 0 – 9 represented a distinct market segment of their existing client base,  yet no targeting efforts had specifically been created to appeal to that group. Intelisent’s Creative Services team collaborated with the company’s in-house agency to develop a series of highly personalized messages targeting these families. In addition, our Production teams built the business logic and implemented the mailings according to a well-designed test plan.

The Outcome.

  • Through test creative optimization, Intelisent was able to drive a 55.4% lift in in-store visits
  • Challenger creatives targeting the 0 – 9 age group yielded a 32% lift in conversions over a similar control group

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