Retail Energy Company Improves Marketing Performance with Data-driven Decisions

The Client

A growing mid-sized retail energy company, operating in several markets in the US implemented a marketing strategy with three primary goals:

  • Increase customer reach via traditional and digital media

  • Measure marketing performance in multi-channel campaigns

  • Optimize campaign performance to meet customer acquisition goals

The Problem

During the implementation of the strategy, the marketing team faced challenges that include:

  • Overwhelming amounts of data

  • Disjointed analytics from various providers

  • Manual data aggregation is error-prone and time-consuming

  • Inability to make timely adjustments to the campaign

  • Inability to get an overview of the effectiveness of marketing efforts across all markets

Clear measurement of complicated campaigns was fundamentally a challenge that they faced, not unlike any business of their size.

INDUSTRY: Retail Electricity & Natural Gas Supplier

Our energy customer was able make significant improvements in their campaign execution plan to focus on their most effective channels.

The Solution

Smartbridge’s data, analytics and business intelligence team evaluated the marketing campaign design and worked closely with the client team to improve the campaign structure.

What was ultimately built was a marketing intelligence solution powered by an engine designed to make actionable insights. Smartbridge implemented a real-time performance analysis tool coupled with data visualizations that would serve as their marketing performance measurement platform. It followed four simple steps – evaluate the campaign, recommend changes to enable effective tracking, setup the campaign and train the users.

Marketing intelligence and performance management dashboard

Smartbridge has extensive experience in data, analytics, business intelligence and AI/ML services.

The tool brought together cost and performance data across all marketing mediums from broadcast, online ads, social media, and print.

These Key Performance Indicators (KPIs) that were harnessed from all the various sources were illustrated in intuitive dashboards that helped the customer to easily identify their most effective channels in each market. Upon client request, Smartbridge developed the brand summary reports that make analyzing marketing efforts across multiple geographic markets feasible.

The Result

Based on the insights provided by the new marketing intelligence reports, the energy services provider accomplished three key tasks:

  • Increase customer reach – intelligence on engagement and effectiveness improved their ability to invest in the right marketing channels, both traditional (offline) and digital.

  • Meet customer acquisition & conversion goals & report to stakeholders – the comprehensive data visualizations pulling KPIs from all marketing channels made it easy to illustrate that they were meeting acquisition goals to their key stakeholders.

  • Maximize marketing budget – understanding their cost per acquisition or conversion and their first, last and multi-touch attribution sources, they optimized their budget.

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