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Subscriber Acquisition Optimization

Increasing Net Activations Through Smarter Acquisition Targeting


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.


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

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We created a Brand Development Index to determine the most efficient acquisition geos.

Sample brand development index data

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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.

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3. Target Market Optimization

We tested and optimized audiences to determine the most efficient acquisition targets.

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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