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Case Study:
Energy industry

Justifying marketing spend to support budget allocation

We were tasked with building robust models of the value of the client's brand as well as all other marketing and sales drivers, converting a sceptical audience

  • Big 6 UK energy provider

  • Unable to objectively demonstrate the value of media spend

  • Marketing budget at risk

  • No internal marketing data science capability

  • Discover and measure the impact of media spend, pricing and other factors on customer acquisition, retention and loss

  • Create a set of tools to allow the exploration of effects of different media spending strategies

  • Creation of a range of brand value models

  • Multiple econometric models created to describe customer gains, losses and retentions

  • Construction of robust marketing forecast model

  • Production of assets for internal communication of results

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