Challenge

Profitably increase sales of Terminix termite and pest services.

Actions

Led the team that created the experimental design framework across multiple channels. Through continual channel and creative testing, marketing spend was optimized across channels and within channels.

Results

Through continuous test and learn and channel optimization, we consistently hit internal rate of return benchmarks and optimized profitability between pest services and termite protection policies.

Tactics

• Service subscription acquisition
• Lead generation and nurture
• Marketing performance optimization