Chapter one: Location intelligence
The challenge. Audibel, a national, multi-location hearing-care retailer, looked healthy at the enterprise level. The averages were hiding very different realities site by site. Leadership could not see which locations were quietly declining.
What we did. MSI The Agency built a location-level intelligence foundation in MSIGenerate™, with performance, media, market and competitive context for every site. Each location was treated as its own business within one system. We grouped locations by the decision each one needed rather than by performance alone, then aligned media, staffing and operations to each group.
The results. Insight came before tactics. We identified 157 priority sites for focused remediation over a nine-month intervention window, and invisible decline became measurable, location-by-location recovery.
- +62% TTM revenue, year to date
- +7.2% revenue per location versus baseline
- +$3.9M total revenue across identified locations
Results measured across identified locations over the intervention period.
Chapter two: Performance TV
The challenge. Growth depended on filling the top of the funnel. There was no proof that TV could drive efficient prospecting at the level of individual locations.
What we did. We designed a performance-TV test in a limited market footprint and built a matched set of control markets for comparison. We measured outliers at the station and network level, then optimized the mix toward what actually moved KPIs.
The results. The controlled test quantified the impact of TV on individual locations, market by market.
- +70% lift in web traffic
- +30% response improvement through optimization
- +16% increase in leads
Test markets compared against a matched set of control markets.
Capabilities: MSIGenerate · Media Planning & Buying · Analytics & Attribution · Forecasting & Modeling