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Marketing Evol

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0MarketingEvolution.com | CONFIDENTIAL

Marketing Evolution

Award Winning Case Study: Cox & Marketing ROI

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Agenda

Overview of Situation, Needs, and Methodology (Rex)

Discussion of Implementation at Cox to apply insights (Mollie)

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2015 Year End Version

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Uncontrollable Factors

Marketing Factors

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➢ Blue – Contractor/Agency/3rd Party Supplier

➢ Blue – Contractor/Agency/3rd Party Supplier

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RACI

✓ How RACI helps put insights to action

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✓

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Actual 2015Q4 performance

Projected 2015Q4 performance

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MARKETING ROI MEASUREMENT EXECUTIVE SUMMARYQ4’1522%

$6.64

$57

Revenue Increase ROI ME 5 yr. NPV Payback

ACHIEVED GOALS

MARKETING EVOLUTION ANNUALIZED MEDIANS

$40

ME Annual Payback

25%

Revenue Increase

MARKETING CONTRIBUTIONS

34%

Acquisition15%

Retention

On average, 34% of Acquisition PSUs were attributed to Cox Advertising. 66% came from all other

controllable and non-controllable factors such as Direct Sales and Socio-Economic. Marketing also

continued to net more Subscribers than pushes away

Incremental PSUs

362KNet Gain

$3.06

Campaign ROI