Utility Marketing gets 4x more credit for business performance.

Cross-Marketing Situation:

• A sales-driven utility company needed to understand the business case behind increased investment in marketing.  

• The company was relying on sales to drive leads, but understood the high cost of this approach. 

• Sales estimated marketing’s contribution to leads at 10%

Marketing Performance Management Opportunity:

• It was evident that key data elements, once integrated, would provide better attribution of marketing attributable leads and sales.

• The organization was prepared to back a marketing-driven optimization exercise.

• The marketing footprint for the organization was eccentric and insight into very different markets is required.

Fisical PRO Insight:

1. New time series data revealed disparities in call centre reporting and local market engagement.

2. Andectodal evidence was overturned in favour of data-based analysis, demonstrating that marketing was producing quality leads.

Reflex actions:

The customer used Kneebone to create and track Market by market comparisons to demonstrate how marketing budgets may be optimized to market opportunity.

The customer’s advertising agency used Kneebone Reflex to plan scenarios, demonstrating the volume of leads that could be achieved at different budget levels. 

The most telling insight came from attribution. When all the data was complied in the Kneebone Platform it was clear that Marketing was driving 40% of all leads, and had influence over an additional 20%.

Customer Experience

Marketing was able to show that Finance’s objectives could not be met at the current budget level. 

Budgets were restated, and new brand work was undertaken to strengthen the market position prior to increasing marketing budgets.

Kneebone ROI

Aligning the budget to  marketing opportunity realized a 27% increase in sales.