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Charter Communications

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Challenge

Competition for new customers is fierce in the world of video, phone, and Internet service providers. Charter asked Elasticity to manage its paid search program, driving residential customer acquisition at a lower cost-per-acquisition than their current affiliate partners. At the same time, Elasticity was charged with developing and overseeing a complex series of affiliate compliance guidelines.

Strategy

To maximize the performance of the campaign, we leveraged historical insights to hit the ground running. At the same time, we deployed an algorithmic-based bidding optimization strategy designed to balance a lower CPA with a robust volume of sales. We systematically worked to test and optimize ads to maximize relevancy and campaign performance. At the same time, we helped to deploy a mobile-optimized site.

At the same time, we used automated monitoring and notifications of competitors to enforce the compliance guidelines.

Results

In the first six months, Elasticity saved Charter Communications $1.3m in affiliate fees compared to the cost they would otherwise have paid affiliates for the same number of acquisitions.

The number of affiliate violations dropped dramatically, reducing CPCs and driving efficiencies.