Challenge
This mattress retailer approached The Mars Agency to boost their growth using marketing analytics, technology, and customer insights. As a regional retailer with limited resources, they sought to wisely prioritize their marketing investments for better results.
Solution
The Mars Agency thoroughly reviewed the retailer’s business and marketing, leveraging a team of Retail Solutions strategists, Marketing and Media leads, and Marilyn analysis tools. Our collaborative effort produced a Marketing Assessment Report, detailing key insights and actionable solutions, refined with input from the client:
- Marketing Mix Modeling – comprehensive media analysis assessing the most effective media tactics with scenario planning applications to optimize future spend
- Customer Segmentation – existing sales data built into a Power BI dashboard to understand
customer reach & frequency patterns, then overlaid with 3rd party demographic and behavioral data to develop customer segments for improved media targeting and CRM strategies
Progress To Date
- Marketing Mix Modeling work has enabled the client to optimize the marketing mix by DMA and better understand marketing responsiveness across new and mature markets
- Customer Segmentation is now being used to optimize digital media targeting, with primary research under consideration to deepen customer understanding
