50%
retention improvement
Situation
This online bingo provider was suffering from heavily declining margins as it responded in kind to the increased use of promotions across the category. They asked Beyond Analysis to help investigate these campaigns in depth to inform its strategy moving forwards.
What We Did
Beyond Analysis collated the data from the previous two years marketing and pricing campaigns and investigated the historical impact each of these had on customer behaviour and short term retention (first 90 days). The analysis focused heavily on understanding the differences between various pricing and promotional strategies and what the sensitivities were for size of offer/cost and long term impact on customer value.
Outcome
Using the findings, we provided the client with a tailored set of ideal customer journeys and promotional mechanics for each major customer type. This was tested and then built into their CRM solution as a series of automated trigger based offers. Within the first 3 months of implementation short term retention rates of new customers joining had improved by over 50%.