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Nielsen Visual IQ and McCann Canada Improve Consumer Experience, Drive Business Results for AlarmForce

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1 Copyright © 2018 The Nielsen Company (US), LLC. All Rights Reserved. CASE STUDY Nielsen & McCann Canada Improve Consumer Experience, Drive Business Results for AlarmForce CUSTOMER TESTIMONIAL NIELSEN ATTRIBUTION SITUATION Founded in 1988, AlarmForce is a leader in security alarm monitoring, personal emergency response monitoring, video surveillance and other home automation related products and services to residential and commercial subscribers throughout Canada. The company invests a large portion of its marketing and media budget on digital strategies designed to drive quote requests, live chat and click-to-call conversions on its website. CHALLENGE Previously, AlarmForce used a last touch measurement model to guide its digital marketing and media investments. Since this approach gave all the credit to the last touchpoint a consumer interacted with before converting (typically search), it failed to account for supporting channels and tactics that influenced the consumer journey. As its agency, McCann Canada, continued to use their analytic tools to adopt new marketing strategies and tactics to engage AlarmForce's target audiences, such as digital display, video and social targeting, they needed to integrate a more sophisticated system to gain a better understanding of cross-channel behaviors and the role of each touchpoint, so they could optimize experiences and guide the consumer to take action. GOALS Leverage near real-time performance insights to capitalize on optimization opportunities, improve the consumer experience, and drive business results. SOLUTION McCann Canada partnered with Nielsen to analyze consumer behavior and marketing performance across channels and devices. Leveraging Nielsen's Attribution solution, McCann was able to: ● Shift from last touch to advanced attribution: Leveraging a more accurate multi-touch attribution model, McCann was able to uncover the true value of each and every touchpoint along the consumer journey, including upper-funnel tactics like video and "Continuous growth in the digital space is rapidly changing the way consumers behave and engage with marketing and media. Nielsen provided us with the marketing intelligence we needed to analyze multiple touchpoints and understand the evolving consumer journey, so we could optimize budgets and drive business results for AlarmForce. Nielsen's Attribution solution became an imperative part of our measurement and optimization efforts, and we're thrilled with the results we were able to deliver." —Jamie Hong, Client Lead Analyst, McCann Canada

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