Marketing Year in Review

What a year! There has never been a more exciting time to be part of the marketing team at MileOne. The focus this year was defined by Fact-Based Decision Making. With this in mind, we set out to lead and drive the business using strategic analysis supported by analytics to drive the marketing-based business decisions. As a result, we were able to positively enhance 3rd party lead providers, our testing capabilities, workflows and more.  

 

Highlights of our accomplishments through October include:

 

• Spend is down 12.4% YTD. Leads are up 10.1% across all divisions. And units sold are up 4.9%. That’s a strong story.
• Fixed Ops revenue is up 3.5% YTD.
• We addressed multiple facets in improving our email marketing:
  • We improved upon some of our marketing tactics by suppressing e-mail addresses to improve deliverability and drive more volume.
  • We introduced creative scratch-off functionality in our e-mails to successfully improve open and click through rates.
  • We optimized our e-mails to improve deliverability.
• We introduced Visual IQ in mid-2018 to allow us to refine our attribution model so that we can now assign accurate and partial attribution. The next step with Visual IQ is to be able to tell us for every marketing dollar we spend what it will mean in terms of a return on our investment. This will be modeled by channel. Coming mid-January 2019.
• We have maintained continuity with a consistent brand message and established a cohesive look and feel for the brand across all markets.

Thanks to all for embracing this focus and contributing to our success. Your efforts to create strategic, smart and reliable change for the sake of improving the business are appreciated.