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Case Study:
Data Analytics—Campaign Management
Aquent helped a leading online travel company identify and find the interim marketing analytics
talent needed to track campaign results.
Challenge
A leading online travel company’s goal was to grow revenue by opportunistically
marketing perishable, last-minute hotel, cruise, and/or airfare packages to a
database of 11 million–plus opted-in users. The company wanted to justify
expanding the original pilot by tracking results and demonstrating profitability.
aquent Solution
Aquent identified, engaged, and placed two professionals: an interim business
intelligence manager and a marketing campaign analyst. Both had unique,
hard-to-find skills, including expertise with Protagona Ensemble, Unica Affinium, SQL,
and multiple query tools (MS Access, Toad, Business Objects, Cognos, and Brio).
impaCt
The addition of these interim team members allowed for measurement of the
effectiveness of the opportunistic campaigns. The results, as measured by
incremental revenue and profit, indicated a clear success. The client received
the insights needed to expand it’s targeted marketing efforts and drive revenue
for the company.