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Marketing Evol
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0MarketingEvolution.com | CONFIDENTIAL
Marketing Evolution
Award Winning Case Study: Cox & Marketing ROI
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Agenda
Overview of Situation, Needs, and Methodology (Rex)
Discussion of Implementation at Cox to apply insights (Mollie)
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2015 Year End Version
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Uncontrollable Factors
Marketing Factors
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➢ Blue – Contractor/Agency/3rd Party Supplier
➢ Blue – Contractor/Agency/3rd Party Supplier
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RACI
✓ How RACI helps put insights to action
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Actual 2015Q4 performance
Projected 2015Q4 performance
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Marketin
g Evolutio
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MARKETING ROI MEASUREMENT EXECUTIVE SUMMARYQ4’1522%
$6.64
$57
Revenue Increase ROI ME 5 yr. NPV Payback
ACHIEVED GOALS
MARKETING EVOLUTION ANNUALIZED MEDIANS
$40
ME Annual Payback
25%
Revenue Increase
MARKETING CONTRIBUTIONS
34%
Acquisition15%
Retention
On average, 34% of Acquisition PSUs were attributed to Cox Advertising. 66% came from all other
controllable and non-controllable factors such as Direct Sales and Socio-Economic. Marketing also
continued to net more Subscribers than pushes away
Incremental PSUs
362KNet Gain
$3.06
Campaign ROI