Case Study 2: DirectProfitMax™

Challenge: A multi-channel health and beauty company with a marginal DRTV campaign faced a tough decision: end a declining campaign or increase its profitability.

Approach: The ProfitMax benchmarking process revealed that the firm was paying above-market rates for its telemarketing services while receiving inferior results. Given the high average order value and product complexity, our campaign strategists determined there was a bad fit between the type of campaign and the call center.

Success: The shift in telemarketing strategy resulted in a 10 percent decrease in media cost per order, 15 percent increase in average revenue per call answered and a 25 percent increase in the auto-ship subscription rate.