Charlie Hinton – Executive Director, Marketing Analytics, AT&T Mobility
Gregory Pharo – Director, Marketing and Research, AT&T Mobility
This study used marketing mix modeling techniques to measure the impact of each major media channel in reducing customer churn. New data sets such as product/service quality, customer care, and other customer information were incorporated into the model.
Results suggest that:
- While quality of products and services was the most significant churn tactic, media also has a retentive impact.
- TV, digital media, and direct marketing are critical.
- Significantly, ad quality matters more for customer retention than it does for driving sales.
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