Advanced Analytics

Advanced Analytics

Case Study - UC4

Improve Digital Channel Lead Capture Performance

UC4 logo AThe Challenge

A leading global provider of IT infrastructure automation solutions needs to strengthen its U.S. presence. The woefully underperforming program needed to produce leads or risked being eliminated. Lead generation volume from online was low and cost per acquisition was excessive.

Despite superior technology, deep-pocketed competitors dominated the market. Messaging which supported specific environments for Oracle, SAPVMWare platform support was not reaching the audience effectively. Available time from the Marketing Programs Manager was limited and occupied with other projects.

Our Solution

Step one was to fully understand the value proposition for UC4’s audience. What pain points did UC4 address and who were the buying influences involved in this complex enterprise software and service sale? Additional effort was invested in learning the key features for the most influential buyer personas. 

Based on our research the pay-per-click program architecture was rebuilt targeting messages that would resonate with key influencers. A keyword gap analysis was executed to identify holes in targeting. Website analytics were used to identify natural search trends and content most sought by visitors.

A complete assessment and overhaul of the digital marketing strategy were conducted and revisions implemented. Display media and retargeting were introduced and tested proving a valuable new ad distribution channel. Landing pages were A/B tested, optimized, and integrate with UC4’s lead nurturing platform resulting in more sales qualified leads (SQLs).

Impact for Client

In the first 6 months, lead acquisition cost was cut by 55% and lead volume skyrocketed up 156%. From when The Matters Group (then Confluence Digital) began, to the most recent completed quarter, the conversion rate was up 245%. Lead volume is up 20x and cost per lead acquisition is down over 80%. In an analysis, nearly $1 million in revenue was traced back to the program managed by The Matters Group delivering nearly a 10:1 Return on Investment. After years of modest growth, UC4 enjoyed a ramp in new clients and revenues which were parlayed into an acquisition by CA for $600 million.


UC4 Matter Group results

Case Study - Blue Cross Blue Shield

Advanced Machine Learning Deployed to Mine Insights

The Challenge

Two large, regional Blue Cross / Blue Shield organizations urgently needed to learn about new members who came in through the Affordable Care Act (i.e. ACA or "Obamacare") - what were their likely future care needs, their payment resources or shortcomings? 

Organization 1 - saw themselves already losing millions and called on an ACA provision that allowed them to sue the federal government for repayment of losses. 
Organization 2 - tried a different approach- remediation, ie., identifying high-risk customers and negotiating agreements to reduce likely losses. 

The big question was how to identify those customers? How could they manage the flood of data pouring in with new applications? - the answer..Machine Learning 

Our Solution

The answer was in developing an artificial intelligence model that incorporated machine learning. We developed a highly advanced solution that leveraged machine learning for each Blue organization.
In insight 1: We were able to identify those few among the masses that were new applicants and had a higher potential profitability. To do so we:

    • Determined who were and would be active consumers of provider services.
    • Who brought high net value to the the client, as defined by dollars paid in premiums minus the predicted cost of providing services. 

In insight 2: Among the millions of new applicants eligible for health care, the model identified those whose cases promised the most immediate positive results and put them at the head of the queue.

Impact for Client

The specific financial impact is subject to a non-disclosure agreement, but the client has been able to profitably remain in the market delivering health insurance options for nearly a decade. Additionally, provisions in the ACA allowed for firms to take legal action against the government if the provider sought to be released from the obligation to provide services. A long protracted lawsuit would have been extremely expensive and tie-up important company resources. Being able to deliver a better solution for the market without resorting to litigation saved millions in legal fees while adding a new revenue channel.

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