Digital Advertising Approach Saves $200K

August 26, 2016

The CEO of a niche internet retailer met with Harte Hanks to discuss customer acquisition costs. The retailer’s largest budget line item – bigger than payroll, was Internet advertising. The cost-per-lead threatened profitability and was not sustainable, but the CEO felt he had few options and little leverage with his suppliers. 

Harte Hanks analyzed the economics of the retailer and the suppliers at a summary level, considered the history and relationships, and with the client concluded that the opportunity existed to gain worthwhile savings through a structured sourcing process.