Marketing Spend Optimization CASE STUDY www.course5i.com Industry Retail Business Challenges The client was spending 5-6% of their online revenue towards digital marketing and out of which, a significant 45% of the budget was getting spent on Search and Display marketing followed by 25% on Email, 18% on Social (Facebook predominantly) and approx. 13% towards their Affiliate partners. Considering a balanced spend-mix across all channels, it was quite a difficult task for the CMO office to optimize their spend across all channels considering a 18% cut in the marketing budget due to weaker sales for consistent 3 quarters. Approach Kick-off the engagement with a 12 weeks POC with a sample data set for last 12 months and leveraging Display, Organic and Email as the preferred channels.

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