Recoup CDP Cost with Marketing Suppression Savings

Challenge

Our healthcare client faced a difficult situation when needing to reduce their marketing spend while maintaining – or increasing – enrollment during their Medicare Insurance annual enrollment period (AEP).

Solution

Concord identified opportunities for cost containment under a tight timeline during our client’s October to December AEP by focusing on marketing suppression cost savings. Our team took a three-step approach:

• Selection. We guided the process to select a Customer Data Platform.
• CDP Implementation. We partnered with Tealium to set up Audience Stream CDP before the annual enrollment period.
• Segmentation. We identified audiences to target or suppress for reduced cost of acquisition and increased return on investment including exclusion audiences of existing customers and cart abandoners.