Diving into Big Data for Narellan Pools

IPA Effectiveness Awards Case Study 2016


Narellan Pools is an Australian pool builder. In a market experiencing declining home affordability, increased debt, and a shift towards higher density urban living, company sales were in long-term decline. A shift towards digital helped reverse this decline. This case outlines how the business then accelerated its growth by exploiting a ‘Big Data’ insight about the exact time when prospective pool buyers were most likely to convert into sales. A strategy activated marketing whenever this window of opportunity opened and turned it off at less propitious times. The approach increased leads by 11 per cent, and sales by 23 per cent on a media budget cut by a third. The incremental revenue ROI was AUD 54 for every AUD 1 invested.

Click to purchase this case study >

“I can’t remember a time as a client when we were handed back 30% of our media budget by an agency to create ground-breaking results. It just goes to show that if you’re brave enough to trust your agency with new and innovative strategies, you can really stand out from the pack and reap the rewards.”

Chris Meyer, Managing Director
Narellan Pools

Winners 2016

Gold Winner

Best Small Budget

Title

Diving into Big Data for Narellan Pools

Brand

Narellan Pools

Client

Narellan Pools

Agency

AFFINITY

Principal Authors

  • Luke Brown - AFFINITY

Contributing Authors

  • Adam Shar - AFFINITY
  • Angela Smith - AFFINITY

Credited Companies

  • AFFINITY - Creative Agency
  • -

In a declining market and share with increased competition - they used excellent data analysis to find the 'when' to advertise. Fabulous use of big data with a product that related to temperature. Jan Gooding, Aviva

Shortlist 2016

Gold Winner

Best Small Budget

Title

Diving into Big Data for Narellan Pools

Brand

Narellan Pools

Client

Narellan Pools

Agency

AFFINITY

Principal Authors

  • Luke Brown - AFFINITY

Contributing Authors

  • Adam Shar - AFFINITY
  • Angela Smith - AFFINITY

Credited Companies

  • AFFINITY - Creative Agency
  • -

In a declining market and share with increased competition - they used excellent data analysis to find the 'when' to advertise. Fabulous use of big data with a product that related to temperature. Jan Gooding, Aviva

Diving into Big Data for Narellan Pools

IPA Effectiveness Awards Case Study 2016


Narellan Pools is an Australian pool builder. In a market experiencing declining home affordability, increased debt, and a shift towards higher density urban living, company sales were in long-term decline. A shift towards digital helped reverse this decline. This case outlines how the business then accelerated its growth by exploiting a ‘Big Data’ insight about the exact time when prospective pool buyers were most likely to convert into sales. A strategy activated marketing whenever this window of opportunity opened and turned it off at less propitious times. The approach increased leads by 11 per cent, and sales by 23 per cent on a media budget cut by a third. The incremental revenue ROI was AUD 54 for every AUD 1 invested.

Click to purchase this case study >