Case Studies
Scaling Loyalty Member Revenue
Services:
Experimental Design & Analysis
Predictive Analytics & Modeling
Implementation Support
Challenge:
Global Hotelier trailed industry leaders in revenue contribution from Loyalty program members.
Leadership sought member revenue growth to improve competitive position.
Fiscal constraints prevented increased investments in capital or program expense.
Solution:
Partnered with Loyalty Marketing to build iterative test & learn promotion plan.
Results from structured experiments guided new designs & yielded data on member response to promo treatment.
Behavioral models built on member data enabled precise promo targeting.
Impact:
+$100M in incremental revenue captured annually from Loyalty promotions.
30% reduction in cost per registrant unlocked by targeting promotions.
Harnessed existing mar-tech and teams to drive transformational revenue growth.
Marketing ROI Turnaround
Services:
Insights Reporting
Change Management
Experimental Design & Analysis
Challenge:
Destination experience operator bought out of bankruptcy by Private Equity.
New C-Suite team challenged to deliver EBITDA growth in weekly reviews.
C-Suite lacked a clear view of Marketing performance to guide decisions and Private Equity team was losing confidence.
Solution:
Data audits identified root causes of inconsistent and unreliable marketing data.
Established performance framework to guide decisions as structural data issues were addressed.
Timely performance insights drove rapid optimizations to build credibility with board.
Impact:
2X Boost to Return On Ad Sales by optimizing media mix.
Maximized media earnings contribution by using marginal ROI to manage budgets.
Established credibility with new owners with timely performance transparency.
Secured incremental marketing funds from private equity board.
Building the High Value Customer Strategy
Services:
Market & Customer Insights
Predictive Analytics & Modeling
Change Management
Challenge:
Airline sought a High Value Customer (HVC) strategy to better acquire, engage and retain customers worth 10-20X the average passenger.
The company recognized HVCs were frequent business travelers, but did not appreciate their demographic profile, needs, behaviors or attitudes.
The initial scope of the strategy focused on CRM & Loyalty tactics without considering how the enterprise should adapt to how the HVC would evolve in the future.
Solution:
Constructed a learning plan that integrated primary research and customer analytics to define the HVC and emerging HVC (eHVC).
Quantified current & lifetime value of HVCs, how their life-stage predicted future value and loyalty inflection points.
Harnessed innovative research to the “why” behind HVCs’ choices - their stated and unstated values, motivations and needs, as well as their perceptions of each brand in the market.
Integrated insights across sources to produce a 360 view of HVCs and eHVCs.
Impact:
Overhauled customer strategy to prioritize eHVC growth, while defending HVC base.
Developed transformational roadmaps for customer experience, digital channels and loyalty program to grow HVC & eHVC lifetime value.
Strategic plan built a competitive advantage with a generation of eHVCs.
Retail Store Portfolio Optimization
Services:
Predictive Analytics & Modeling
Experimental Design & Analysis
Challenge:
Leading telecom rapidly expanded retail locations post-pandemic to grow customer base and improve customer service.
With growth outpacing strategic planning, retail operations had limited visibility into store performance drivers and lacked a long-term location strategy.
Solution:
Harnessed regression models & clustering algorithms to analyze how financial, CX, demographic & competitive variables influence store success.
Every location was scored and segmented to enable smarter retail management and forecast future site performance.
Established an interactive tool to streamline decisions for Retail Ops & Real Estate teams.
Impact:
Reduced time-to-insight by 2-4 weeks to accelerate store performance & planning.
Enabled data-driven portfolio decisions for short-term management and long-term expansion planning.
Identified top 20% of future locations to accelerate profitable retail growth.
Front Line Service Recovery & Recognition
Services:
Market & Customer Insights
Predictive Analytics & Modeling
Implementation Support
Challenge:
Global airline struggled to improve stagnant NPS scores with highest value customers.
Airline lacked a scalable channel to personally engage high-value passengers to recover from service failures, recognize loyalty and celebrate milestones.
Solution:
Designed and launched the industry’s largest in-flight service recovery and loyalty recognition program.
Integrated predictive modeling, onboard tech & targeted training to serve contextual customer treatments to crew via mobile device.
Crew empowered to deliver and record personalized service interventions.
Impact:
+7 points of Net Promoter Score (NPS) to recognized customers.
+1 point of NPS to company.
10M+ passengers reached annually.
Delivered without capital by using existing tools & capabilities.
Accelerate Credit Card Growth
Services:
Predictive Analytics & Modeling
Experimental Design & Analysis
Challenge:
Co-Brand credit card marketer aimed to boost acquisitions and upsell more products but lacked precise targeting within vast base of customers.
Current marketing efforts faced diminishing returns and rising acquisition costs.
Solution:
Developed propensity models and customer segmentation to identify high-value prospects for each card product.
Used machine-learning to pinpoint drivers of acquisition and predict customers’ expected value for each card product.
Insights powered highly targeted campaigns that optimally promoted cards to each customer.
Impact:
+20% lift in acquisitions in 1st year to surpass 1 million new card milestone.
Reduced cost per acquisition & grew expected value through smarter targeting.
Analytics driven strategy built over $1B in value within five years.
Optimize Customer Experience Portfolio Investments
Services:
Change Management
Market & Customer Research
Predictive Analytics & Modeling
Challenge:
Global Airline had ambitious NPS growth targets but lacked an approach to prioritize customer experience investments relative to alternatives with easily measured financial returns.
Capital plan of $100M+ to redesign interior of aircraft fleet required explicit guidance within months.
Solution:
Established cross-functional pods to harness expertise of Research, Ops and Analytics.
Built a data set to analyze interactions of every NPS survey, customer, booking, flight and aircraft seat.
Deployed focused market research to trial new hypotheses.
Quantified drivers of NPS and the enterprise value per point of NPS growth.
Partnered with Finance & Ops to build NPS value into new business cases
Impact:
Insights reshaped onboard experience: seat design, free Wi-Fi & movies, food, etc.
NPS grew by +20 points and achieved Return on Invested Capital targets.
Improved Revenue per Available Seat Mile premium relative to competition.
Established cross-functional governance to manage CX investment portfolio.
