A company which markets education services to teenage households through a lead generation model, had reached a plateau in sales and marketing profits. They turned to PrimeNet to find new avenues for sales and profit growth.
The first step was to identify more prospects. Because the company had established only two customer acquisition sources, there was an opportunity to increase their coverage with additional sources. An intense list search was initiated and approximately 25 more potential sources of leads were uncovered.
To ensure efficiency and profitability, a statistical modeling system was also developed and deployed. This modeling system was designed to segment two dimensions: promotion leads, and customer conversion.
The combination of expanded acquisition sources and the statistical segmentation system resulted in significant marketing profit growth since 2002. Overall marketing profit increased from $3.8MM in 2002 to $5.6MM in 2003, with a year-over-year increase of an additional 68% in marketing profit in 2004 Q1. New sources alone accounted for $1MM in new profit.
