The Ask

Conduct a comprehensive biddable media assessment to expose areas of opportunity within the brand’s $20M SEM program to deliver greater customer experiences, increased operational efficiencies, cost savings and outcomes.

The assessment was part of a broader, holistic business transformation initiative to completely reimagine the home buying process and become wholly customer-centric across all LOBs and communication touchpoints.

The Approach

• Facilitated discovery to uncover priorities and existing process gaps. 
• Aggregated, assimilated and interpreted discovery responses. 
• Executed a gap analysis and prioritization exercise to identify areas of opportunity as a function of the effort required to execute and the impact it will have on the business. 
• Aligned outcomes and recommended activities to parallel work streams such as Universal Measurement Framework, Customer Data Strategy and CDP Implementation to generate impact against the holistic vision

The outcome

• Unlocked 15% of value from “locked-down” keywords in Google
• Aligned to a Universal Measurement Framework that created new opportunity for paid search to feed the funnel and influence customer outcomes 
• Recognized 300% gain in efficiency via new process and  operational execution
• Newly connected customer data profiles, built from a collection of multi-channel attributes, give the brand a 360-degree view of behaviors and interactions with their customers to provide the right message at the right time through the right channel