Consumer Goods and Services Case Study: Mila
About
Mila.com is a trusted and popular B2C portal in Europe receiving millions of daily visitors seeking local services from qualified and experienced business and trade professionals. The site specializes in empowering local and reliable business by showcasing their service offerings and talents through special offers. Mila recently released its app in May 2013, making it easier for professionals to manage business through their smartphones.
Brief
Mila.com wanted to test market a new geographical area. Mila.com’s objective was to work with a marketing partner who could help them enter a highly competitive market. So they needed a data provider which also had marketing insights for the new market including: language spoken, culture, buying power and all unidentified internet usage styles. FrescoData was referred to Mila.com by one of its Swedish clients.
Solution
Mila.com required not only an accurate but also a comprehensive and well-segmented list to ensure a high-energy launch without compromising its credibility. Most importantly, it needed to find to the right targetaudience, which was the most complex part of the brand awareness campaign.
FrescoData drew together accurate and up-to-date business email lists and consumer email lists in order to tailor the audience for Mila.com’s marketing campaign.
Data-scientists from FrescoData then put together a series of data analytics from various results which had identified patterns as well as internet usage styles from selected geographies that Mila.com planned to enter. The data analytics not only helped FrescoData apply an innovative approach but enabled them to learn new facts about the geography it was working in.
Mila.com’s requirement to break in to an established and competitive market required a compelling Customer Value Proposition (CVP). Mila.com integrated the email to be sent out to the segmented list to increase its impact and brand awareness to jumpstart. After an initial split-test of the campaign set, the campaign was set for distribution at an optimum date and time to receive maximum ROI and click-through rates.
Results
Mila.com’s brand awareness campaign within 24 hours of the email blast showed a sudden spike in their Facebook Likes but also yielded heavy traffic on its website. Using data insights from FrescoData analytics, Mila.com was able to enter the market creating a strong impact within its audience and competition. Teaming with FrescoData as a marketing partner helped Mila.com achieve their breakeven in the targeted geography sooner than they had expected. Currently, FrescoData is designing data strategies for new campaigns in additional geographies that Mila.com plans to enter.