Increasing Net Activations Through Smarter Acquisition Targeting
Challenge
C Spire markets wireless phones and plans, high speed internet and subscription TV services against Verizon, AT&T and T Mobile in a market with over 100% penetration (most households have more than 1 device) and constant 1%+ monthly churn rate.
Our challenge is to achieve positive net activations and cross-sell services.
STRATEGY
1. Acquisition Optimization
The best retention strategy is a low-churn acquisition strategy.
We worked with C Spire and Personix to segment C Spire’s current customer base to define the highest value, lowest churn customers.
Sample of Segmentation Data
We created a Brand Development Index to determine the most efficient acquisition geos.
Sample brand development index data
2. Conversion Rate Optimization
Prior to placing media we performed Conversion Rate Optimization across the site.
We track every stage of the conversion funnel from every source.
3. Target Market Optimization
We tested and optimized audiences to determine the most efficient acquisition targets.
4. SEM Optimization
We optimized SEM to increase conversions by 82% while decreasing cost per acquisition 49%.
5. Cross-sell Optimization
We worked with C Spire to identify and market the cross-sell opportunities.
Results Optimization
