Achieved a 1600% growth rate and 80% visibility increase into $500M in advertising spend by seamlessly integrating over 50 applications and custom technology across corporate and 5,000 franchise locations, driving unparalleled data visibility and strategic decision-making.
The initiative to create transparency within Neighborly's marketing budget, isolate inefficiencies, and foster a cohesive customer profile exemplified a holistic approach to brand management and community-building. Creating transparency within Neighborly's $500M advertising and marketing budget was a transformative endeavor aimed at maximizing the impact of their marketing efforts while minimizing wastage. By harnessing data-driven insights and fostering collaboration among its brands, Neighborly embarked on a journey to redefine the customer experience and create lasting connections within its vibrant neighborhood of brands.
Neighborly struggled to maintain consistent and reliable visibility into its marketing performance, limiting insights into campaign effectiveness. Managing multiple brands with a wide range of revenue streams and budgets added complexity, creating difficulties in standardizing processes and measuring impact.
The organization also contended with disparate technology stacks, resulting in siloed data that could not flow seamlessly between systems. This fragmentation was compounded by varying marketing business capabilities across teams, leading to inconsistencies in execution and strategy. Simultaneously, competing technology implementation projects created resource constraints and diverted focus from unifying marketing efforts. Moreover, the absence of a centralized customer “source of truth” hindered the ability to deliver personalized, data-driven campaigns, leaving significant opportunities untapped. These challenges collectively highlighted the need for streamlined processes, integrated systems, and a cohesive approach to marketing operations.
To address its challenges, Neighborly sought to implement a robust marketing framework that leverages advanced analytics, targeted outreach, and technology-driven optimization. By aligning marketing efforts with audience preferences and deploying measurable tactics, the company aims to enhance campaign impact, reduce inefficiencies, and achieve sustained growth.
The goal was to explore strategies, tools, and methodologies to enable smarter decision-making and improved resource utilization, ultimately delivering measurable value to both the business and its customers.
We created a standardized framework for Neighborly to measure the effectiveness of its campaigns based on its overall maturity (brand dependant); and created a fully integrated digital landscape for the marketing organization to attain consistent data.
Neighborly