Challenge
A national consumer services organization wanted to establish a viable direct to consumer program to first acquire new customers outside of resellers and then to improve customer growth & retention.

Solution
The Allant Solutions Team started with exploratory data analysis to source data and fill in data gaps for effectively supporting acquisition database marketing campaigns. Allant developed a range of models for predicting response and sales conversion, and through experimental design, executed an effective acquisition campaign strategy. Direct to consumer campaigns were then expanded across multiple channels to increase sales and margin contribution.

Allant continued to build insights into existing customer value, attitudes and behavior which improved acquisition efforts, but also fueled new growth & retention initiatives. Customer value segments guided marketing decisions while attitudinal research provided the basis for offers and creative messaging strategy. Allant provided strategic support for insight driven marketing, helping the client implement data, technology and process across the organization to enable customer centric marketing to optimize customer value.

Results
Allant was able to put in place with the client a viable direct to consumer channel that achieved 400% response rate improvement over previous efforts in addition to reducing cost per acquisition by 250%. Significant sales contributions have been realized in both top line revenue expansion and profitability.