A telco struggled to understand the impact of its $100 promotion
A North American wireless carrier had offered a $100 gift card promotion to better compete against other carriers. The carrier found high utilization of the offer but was unable to measure its impact on profitability and determine a clear path forward.
The platform helped the telco answer three key questions:
What is the true incremental impact of the offer?
With what stores does the offer work best?
How can we target the rollout to maximize ROI?
Test & Learn® helped the telco drive $21MM in incremental profit
The promotion resulted in two incremental activations per week in test stores during a nine-week period, or a 4.7% lift. Test & Learn® automatically scanned hundreds of attributes to identify the strongest drivers of performance. By targeting the promotion to the stores predicted to respond best, the telco generated $21MM in incremental profit.
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