Use Case

Existing vs New Customers

Leveraging transactional data to identify the optimal media vehicles for existing and new customers.

Use Case: Equivalized Media ROAS for Existing vs New Customers

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The Problem

A leading Fast-Casual chain was experiencing slowing new customer acquisitions.

The Solution

Using credit card transactions, we analyzed ROAS for new vs existing customers by major media vehicle.

Results & Key Learnings

We identified key media vehicles that were either over or under-performing in terms of ROAS.

1
Developed an over/under ROAs index (vs an average benchmark) by media vehicle for new and existing customers.
2
We found that Twitter and OOH worked harder for existing customers, while streaming TV, audio streaming, OLV and Linear TV were the key over-performers for new customers.
3
Recommended to the client a potential shift to spend more on the over-performing vehicles to help reverse the trend for new customer acquisition.


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