DIGITAL CAMPAIGN ANALYTICS FOR PILOT PROGRAM OF NEW OFFERING

Aquent Aquent

NEEDS

A leading online travel company’s goal was to grow revenue by marketing perishable, last-minute hotel, cruise, and/or airfare packages to a database of 11 million–plus opted-in users. The company needed to justify expanding the original pilot by tracking results and demonstrating profitability.

SOLUTION

Aquent identified, engaged, and placed two professionals: an interim Business Intelligence Manager and a Marketing Campaign Analyst. Both had unique, hard- to-find skills, including expertise with Protagona Ensemble, Unica Affinium, SQL, and multiple query tools (MS Access, Toad, Business Objects, Cognos, and Brio).

RESULTS

The addition of these interim team members allowed for measurement of the effectiveness of these new campaigns. The results, as measured by incremental revenue and profit, indicated a clear success. The client received the insights needed to expand its targeted marketing efforts and drive revenue for the company.

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