Narellan Pools: Diving into Big Data for Narellan Pools
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 the 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 estimated revenue ROI was AUSD 54 for every AUSD 1 invested.