Haunted by a decline in customer engagement, Scrooge & Marley, Inc. recently turned to predictive marketing innovator Wiland, Inc. to discover the source of its acquisition troubles and identify intelligence-driven solutions to remedy them.
A historic mainstay in its industry, Scrooge & Marley, Inc. fulfills a variety of business needs for individual and corporate clients. Offering services including accounting, bookkeeping, and financial advisement, this counting-house had a longstanding reputation for adhering to a tight-fisted mentality in which cold, hard facts were king, and all human sympathy was kept at a distance. After a mysterious, yet-to-be-explained holiday marketing epiphany, however, CEO Ebenezer Scrooge is rumored to have revitalized his brand with a renewed focus on merriment, jolliness, and generosity.
Scrooge & Marley, Inc. had experienced a steady downturn in prospecting and customer retention and was haunted by low customer engagement, most acutely at the onset of the holiday season. Seeking to significantly grow its prospecting program while keeping expenses minimal, Scrooge & Marley, Inc. turned to Wiland to solve its acquisition and engagement woes.
Wiland developed three solutions for Scrooge & Marley, Inc. to help it further understand and take action to remedy its dismal customer engagement. These solutions addressed three strategic areas:
Scrooge & Marley, Inc. leveraged the Wiland Insights™ library of actionable business intelligence reports to examine how its business practices contributed to declining customer engagement. Utilizing Wiland Insights benchmarking reports, the brand was also able to determine whether this prolonged dive was isolated or if it had affected other organizations in its highly competitive financial services category.
To address the pressing acquisition and brand awareness needs of Scrooge & Marley, Inc., Wiland managed a digital display campaign that served ads to prospects with the highest likelihood of providing high long-term value. Wiland’s vast, proprietary data and predictive analytics helped to find new customers for Scrooge & Marley, Inc. as well as reactivate lapsed customers driven away by their glum, irritable ways.
Benefitting from Wiland’s sophisticated machine learning, artificial intelligence, and predictive modeling techniques, Scrooge & Marley, Inc. was able to gain an understanding of its prospects and customers as never before. The best predictor of future spending behavior is past spending behavior, and Wiland’s vast data resources highlighted a propensity to engage with more cheerful companies amongst the brand’s top prospects.
These initiatives resulted in the discovery of prospective customers likely to produce high response rates and long-term value for Scrooge & Marley, Inc. if the brand could change its outlook, placing a premium not just on expertise, but also general merriment and goodwill.
As a result, CEO Ebenezer Scrooge and his CMO have decided to overhaul the image of their brand from the top down to be more generous, grateful, and cheerful. These changes include large initiatives, such as improving their charitable giving program, to smaller changes, including thawing their office and raising it to a more welcoming temperature in the winter months.
Scrooge & Marley, Inc. looks forward to continuing its partnership with Wiland, ensuring it is leveraging the industry’s best data-driven marketing solutions and insights to achieve its best possible customer engagement now and into the future.
“I used to say that darkness is cheap, and that’s why I liked it,” said Scrooge & Marley, Inc. CEO Ebenezer Scrooge. “Wiland’s solutions helped me realize that making myself merry in all my business and personal dealings will not only greatly benefit my brand, but also my way of life as a whole. Bah humbug no more!”