Case Studies

Don’t take our word for it. Check out this sampling of case studies of prominent brands, with examples of how Merkle is helping clients take CRM principles in customer centricity, analytic insights, technology and creative – and turn them into true Integrated Customer Marketing (ICM)™ success.

Sep 2014
30

Impact of a Tele-Detailing Program on a Late Stage Brand Losing Field Sales Force Coverage

A late-stage cardiovascular brand from a top 10 pharmaceutical company was losing sales force coverage as reps were being redeployed to another drug with greater upside. With the removal of the sales force, the brand was experiencing a decline in prescriptions, and they were countering this with a strategy of increasing Rx price to offset the decline in prescription volume.

Sep 2014
17

Day Parting in Facebook Increases Efficiency

The following example provides an illustration of the success that can be achieved in Facebook using conversion pixel custom audiences and day parting strategies. The Facebook conversion pixel is placed on the “Confirmation” or “Thank You” page of the client’s website, creating a pool of converted users that can be used as a model for a “lookalike” audience of Facebook users that are likely to convert. Day parting is used in paid social campaigns to ensure that budgets are allocated across different time periods throughout the day. This is done in order to reach specific users that are within the client’s target audience.

Sep 2014
11

Lifecycle and Value-Based Segmentation: Global Cruise Company Case Study

A global cruise company reduced the purchase cycle by an average of 12% thanks to Merkle's development of a robust set of lifecycle models that segmented customers into five relevant stages.
Aug 2014
28

Member Lookup Portal Improves Customer Experience

Merkle designed and implemented an integrated state and local office membership lookup portal for a large nonprofit organization to reduce headaches on both sides of the customer relationship.
Aug 2014
6

Using Facebook and CRM Data to Bring Down Your Digital Media Cost

A national life insurance brand wanted to find efficient ways to drive qualified life insurance leads and policies through digital media. Going into 2014, they had not fully tested paid social as a tactic to drive sales. Facebook’s ability to leverage first party client data uniquely positioned the platform as a tactic where we could build robust models tied to quality leads and sales – making it perfect for us to test into and see if it could be an effective tactic.
Jul 2014
18

Search Improvement Continues after 12 Months

A top-5 global pharmaceutical company engaged Merkle® to improve search efforts for one of its blockbuster brands, resulting in increased patient acquisition and significant cost savings.A top-5 global pharmaceutical company engaged Merkle® to improve search efforts for one of its blockbuster brands, resulting in increased patient acquisition and significant cost savings.
Jun 2014
30

Segmentation Targets Ultra-Luxury International Customers

Our client, an international cruise line, was interested in rapidly increasing the number of new "qualified" leads within the DACH (Germany, Switzerland and Austria) markets. In order to implement a targeted prospect contact strategy they needed to better understand their customers in each market—their location, interests, attitudes, life stage, lifestyle, travel preferences, and purchase drivers.
Jun 2014
27

Online Promotions Drive Offline Sales

We created a four-week test pay-per-click campaign directing to a landing page with an in-store coupon and tracked both coupons downloaded and in-store coupon redemptions.
May 2014
31

International Strategy Playbooks Lead to Global Search Revenue Growth

A major retailer had a large-scale global digital marketing program running in 80+ countries. Prior to Merkle taking over the program, the client was operating with a lack of regional knowledge about the countries in which they were operating. They were applying the same marketing strategy across different countries and translating advertising to local targeting and terminology. Additionally, the Merkle team was expanding into countries in which the client had never previously executed digital marketing programs.
May 2014
30

Integrated CRM and Digital Media to Drive Customer Acquisition

A leading telecommunications company wanted to increase potential customers’ conversion rate into high-value packages by providing them with an experience based on their prior interactions with their website. In their current environment, all media was targeted to bring customers to the same landing page experience.