OUR CLIENT... … is a Fortune 100 investment management firm facing industry-wide competition

for baby-boomer retirement accounts. We worked with the team responsible for

execution and measurement of an integrated multi-channel, multi-product marketing

program that included the CMO, the product marketing team, the advertising director,

the direct marketing team and the IT group.

THEIR CHALLENGE... …was to find a way to measure the marketing ROI of their multi-channel programs

through each individual marketing channel. All of their competitors in the industry were

targeting the baby boomer, pre-retirement segment with offers of better retirement

readiness through television, internet, radio, billboards and print ads. At the same

time, they were running direct marketing programs through email, direct mail and

telemarketing in hopes of having their customers transfer their investment dollars.

The objective of the program was to capture funds held at competitor institutions

as well as increase overall asset inflows. Our client wanted to find the best direct

marketing and advertising mix through an understanding of the financial benefit

of each. They lacked a way to measure their multi-channel programs, or a way to

measure the relative impact of each program in their overall marketing budget.

Historical cash flow was not measured against marketing efforts, so there was no es-

tablished gauged impact of marketing efforts against business as usual. The ability to

measure the effectiveness required that we perform analysis to make determinations

on marketing spend across the channels.

OUR COURSE OF ACTION... …involved an approach that set up a measurement infrastructure to be able to

track incremental cash flow (by product) integrated with the marketing touches (to

customers), to allow for visibility into the net in-flow, and how that was attributable

to each marketing activity.

For the most complete analysis, we implemented a Business Intelligence (BI) tool

on top of the existing data warehouse. The infrastructure was established to enable

tracking of financial activities directly attributed to specific marketing efforts along with

financial activities that were indirect and were inferred to be impacted by marketing

CASE STUDY

ThE VAlUE of MEASUring ThE MUlTi-ChAnnEl ViEw of MArkETingAn investment management firm’s CMO finds success with financial

measurement capabilities

“The central problem of

inadequate marketing mea-

surement and business

intelligence is one that

we see plaguing market-

ing organizations time and

again.”

— Pinpoint Consultant

“Every investment manage-

ment firm is targeting the

baby boomer, pre-retire-

ment segment.”

“Pinpoint linked the

campaign history and ad-

vertising response to the

financials to show us the

value of each marketing

touch.”

— Investment Firm CMO

CASE

STU

DY

CASE

STU

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efforts. This was accomplished by bringing in the sources of financial data and then

analyzing them by the overall cash flow by person/by product.

Financials were then linked to the campaign history to provide information on what

was done at each stage in the campaign. This allowed the client to look at the

combinations of marketing programs and obtain accurate measurements of financial

results.

By planning the correct segmentation for the campaign and measuring the results

against groups where there were different marketing channels used, the client

now had the tools on-hand to make informed daily decisions on marketing channel

allocation, sales capacity planning and strategies for future campaigns.

THE BENEFITS…… are both tactical and strategic. Our client is better able to track incremental inflow

of cash by customer, based on their exposure to the various marketing efforts over

time. With the multi-channel measurement capabilities in place, the client gained

visibility into the value of each channel across each customer segment as well as the

impact of combinations of advertising and direct marketing.

The data is available on a daily basis, allowing for informed and timely channel

investment decisions. They can now make confident allocations; for example, to put

more money into an internet campaign as opposed to direct mail, or utilize the high

cost outbound phone channel for only the high-value leads.

“Pinpoint provided the vis-

ibility we needed into each

marketing channel.”

— Investment Firm Product

Manager

“With the proper measure-

ment tools in place, we can

make better decisions for our

next marketing program.”

— Investment Firm Advertis-

ing Director

CASE STUDY

About Pinpoint Systems CorporationPinpoint Systems Corporation is a leading provider of marketing solutions and marketing software implementation services that help increase the overall profitability of a company’s marketing programs. Our consultants are expert marketers and technologists with a truly creative approach for linking marketing processes and technology systems. We serve Fortune 500 and mid-market companies across vertical markets. Our clients benefit from our proven, scalable solutions that are customized to their unique business needs.

For more information about Pinpoint Systems Corporation, please call 800-809-0612 or email info@pinpoint-corp.com. You may also visit us at www.pinpoint-corp.com.

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