Display Press was a key channel for driving new customers at a low CPA. However Average Revenue Per Unit (ARPU) was lower than the business average.
Objective: To find another media channel that can deliver a more affluent prospect and increase the ARPU.
Whistl created a Doordrop model that looked at both the customer profile and value of the customer to RAC. Test and control cells were then created to aid the measurement. The items were delivered by Royal Mail.
On a CPA basis Doordrop delivered a slightly higher result.
However on average they drove a 30% higher ARPU (Average Revenue Per User).
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