Carbonite
“Affinnova made it possible for us to test a virtually unlimited number of variations of our site content. Thanks to them, we were able to optimize site content, which delivered a significant lift in performance.”
- Swami Kumaresan
Senior Vice President and General Manager
Carbonite, Inc.
Headquarters: Boston, MA, USA
Target Market: USA
Optimization: Messaging
Making Backup Simple
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The Carbonite marketing team was seeking to identify the most compelling positioning and advertising strategy to motivate consumers to sign up for the company’s online backup service.
CHALLENGE
Carbonite, founded in 2005, provides easy to use, affordable, online backup and recovery services for consumers and small businesses around the world. Today, the company backs up more than 200 million files every day and has restored over 7 billion files that would have been lost forever. In late 2008, the company was interested in identifying new compelling positioning and advertising, and wished to better understand which attributes of an ad campaign would drive the most consumer preference for their service.
SOLUTION
Affinnova’s evolutionary optimization technology, IDDEA, eliminated the restrictions of conventional research and enabled the marketing team to test literally millions of potential combinations of logos, taglines, colors, benefits, images and other attributes directly with consumers to gauge their preferences. As well, they were able to gather important demographic, attitudinal and behavioral characteristics.
SUCCESS
Through the optimization process with consumers, millions of potential combinations converged to three top concepts that consumers preferred most. Two of the three top concepts appealed to broad groups of consumers, and there was a significant amount of cross-affinity between the top two concepts. The team also learned which combinations of image and language styles were most appealing. All top concepts scored extremely high on believability, trustworthiness and need fulfillment, which were highly-important attributes to Carbonite.
