Case Study: Financial Services Company improves marketing effectiveness analysis with McKinley Marketing Partners

Financial Services Company - Customer Case Study

A financial services company needed help strengthening its team’s analytical capabilities and building an advertising effectiveness database to understand how sales and inquiries responded to media investment. McKinley Marketing Partners provided a marketing consultant with more than ten years of experience in marketing analysis, database marketing, and business intelligence to support the initiative.

McKinley Marketing Partners’ consultant analyzed a year of advertising investments and responses, built a standardized, validated database, and documented the data for deeper drill-downs by media type and region. The solution revealed how media mix and spend affected consumer response and new customer sales, identified the most effective channels and markets, and led to a broader four-year analysis and modeling effort. The client gained a robust database for future ad hoc analysis, a documented process for ongoing use, and was so pleased with the results that they extended the project and hired the consultant full time.