Telco Co. centralized test and learn capability identifying marketing opportunities.

Point of Departure

• Telco Co. was a telecommunications provider experiencing declining sales across two consumer brands and increasing customer acquisition costs
• Telco Co. was over-investing in traditional channels and all of digital spend purely in Paid Search: low correlation between spend and sales and no ability to measure effectiveness
• Expansion of Telco Co.’s digital marketing capability was also a key lever in a larger transformation from a call center model to a “digital first” sales and service model
  
  

Approach

Bain-FRWD team diversified marketing spend and built digital marketing capability

• Implemented planning processes and helped team shape a clear strategic ambition
• Right-sized spend profile across traditional and digital channels informed by test and learn
• Developed and installed tech stack with clear path to maximizing existing capabilities

Team developed a centralized test-and-learn capability that could rapidly identify, evaluate, and iterate on marketing opportunities across TV, Social, Search etc.

Results

Realized $3.8M in yearly run rate EBITDA benefit in three months, driven by:

• Savings from paid search spend optimization
• Automation of always on ‘cross sell and ‘upsell’ campaigns to increase retention

Identified additional upside of ~$12M+ in yearly run rate EBITDA to be achieved by end of year 1

• Shifted mix from TV to Online video/Display whilst maintaining awareness levels and sales
• Optimized social campaigns and implemented new audience targeting strategy
• Trained and stood up new digital marketing team to complete capability hand-over