Case Study: Analytics Upsell for Marketing Agency
August 29, 2019 at 12:00 AM
by Komodo Technologies, LLC
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The Challenge:

A large digital marketing agency wanted to upsell one of their biggest clients, a Fortune 500 technology company, on a data science-based approach to account based marketing. When the marketing agency pitched the idea to their client, the client asked for a model of how this strategy would change who they would mail to, to be delivered in one week. The problem was, the agency had pitched this as an offering intending it to be available in the future, and didn’t have the internal resources to build a model of this level of sophistication this quickly. But if they didn’t turn out a model in 7 days, they would lose an opportunity worth millions.

The Komodo Solution:

In four days, Komodo built a predictive model looking for accounts for whom additional campaigns would cause conversions. This model ranked the accounts, simulated what would happen if the client only reached out to top-ranked accounts at a high frequency, and reduced the frequency of outreach to clients who were less likely to convert.. The simulations showed that the client could save money by sending fewer messages to accounts that were not engaging, while having no reduction in overall accounts engaged.

The Impact:

The Fortune 500 company increased their engagement with the marketing agency, replacing two of their other marketing vendors with our client, confident that they would deliver better results.

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