Case Studies

Consumer Lead Nurturing - Crystalens


COMPANY DESCRIPTION

Crystalens is a replacement lens product from Bausch & Lomb’s surgical division. This premium intraocular lens helps treat cataracts and to improve a patients range of vision, so they can see near far and in- between.


CHALLENGE

Crystalens wanted to test the efficacy of Direct-to-Consumer (DTC) advertising for this surgical product. The effort needed to be measurable to convince upper management that DTC was a worthwhile investment in the future. Additionally, they wanted to test a full range of media including TV, print, search and online display and they all had to be fully trackable. calculate the ROI of the campaign.


SOLUTION

Developed a turnkey program including TV RFI, print placements, search marketing, online display to drive leads into a central database. We built out landing pages and developed a lead nurturing program that included inbound and outbound telemarketing and outbound mail and email services. In addition, the team undertook a modeling project to calculate the ROI of the campaign.


RESULTS

The 8-week campaign generated thousands of leads and hundreds of direct doctor transfers. The CPL for the campaign was incredibly low relative to previous efforts and convinced management that DTC is a viable channel to drive doctor visits.



 

Online Display - Mobile Technology Service


COMPANY DESCRIPTION

Mobile technology service provider that forwards personal or business e-mail (POP, webmail or Exchange) directly to your cell phone regardless of wireless carrier or mobile device


CHALLENGE

Increase site traffic and drive sign ups.


SOLUTION

Developed direct response-driven campaigns on multiple ad networks with high target audience penetration. Installed 1x1 pixel on the destination landing page, which re- targeted users based on browser behavior (re-targeting enables advertisers to connect with visitors in a simple, cost- effective, non-intrusive way).


RESULTS

Re-targeted consumers later converted, which provided a substantial lift to sign-ups. Flash ads with expandable functionality generated higher than average click-through rates, and the display campaigns drove more traffic than paid and organic search during the test period.

 

Analytics & Modeling for Lead Generation


COMPANY DESCRIPTION

A leader in distance education, offering professional-level career training courses to adult students.


CHALLENGE

The landscape for driving enrolls changed significantly over the course of two years. ?

  • New enrolls dropped over 50% compared to prior two years’ volume.
  • All brand advertising was switched to direct response.
  • But the company was not accurately measuring its media effectiveness in order to understand where it should place its media dollars.


SOLUTION

We developed a marketing regression model that analyzed the time-series impact of each media channels’ spend, sales, budgets and labor statistics, month by month, over three years. The goal of this model was to show the precise value of each medium.


RESULTS

The response model provided us with a quantifiable value for each media channels’ impact in acquiring direct enrolls vs. their “assist” in driving enrolls through unattributed channels. Specifically, we were able to communicate to the board of directors what each incremental dollar spent was worth i.e., for each dollar spent in DRTV they would earn 125% ROAS. This was an incredible insight that helped change their approach to media mix.