How to Prove What Works and Cut What Doesn’t
We helped AFCU develop data-driven modeling to eliminate wasted spend, prove channel impact, and plan their media mix with confidence.
$100K
Media Waste Found and Cut
100% Clarity
Around Marketing's Impact
The Challenge
AFCU needed irrefutable proof of channel performance to guide media spend and win leadership’s trust.
Despite their expertise, they lacked the right partner.
They had:
- No clarity on which channels actually influenced revenue
- Difficulty justifying spend in executive conversations
- Vendors pitching tactics without proof
- Growing risk of wasted budget and missed opportunities
The Solution
We built a Media Mix Model for AFCU to reveal what was actually working and what wasn’t.
The Media Mix Model:
- Modeled the true contribution of every channel in the media mix
- Flagged ~$100K in low-value local + broadcast media
- Quantified OTT, Linear TV, Direct Mail, and Print’s impact
- Gave the team evidence to push back on vendor recommendations
- Delivered a repeatable measurement framework for 2025 planning
Their Words, Not Ours
Our last agency couldn’t keep up. We needed results and reporting our investors could trust. Silverback delivered both.
Cynthia McAree,
CMO Apple Federal Credit Union
The Results
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