Scenario · Equipment Rentals
An equipment rental operator had bought local traffic without matching demand to available assets. We built equipment and location offers, separated trade-account inquiries and targeted the fleet periods operations wanted to fill.
120 → 168
40% → 48%
$100 → $80
Comparable reporting periods
An equipment rental operator had bought local traffic without matching demand to available assets.
The work focused on confirmed rental bookings, fleet-qualified-inquiry-to-booking conversion, marketing cost per confirmed booking. Booked value was not realized revenue; cancellations were accounted for separately in a real case. The comparison assumed matched depot inventory and hire duration.
Which activity helped confirmed rental bookings, and what happened at the next decision?
What we did
The priority was confirmed rental bookings. The team used fleet-qualified-inquiry-to-booking conversion and marketing cost per confirmed booking to assess the next stages, with a clear distinction between activity and accepted outcomes.
We built equipment and location offers, separated trade-account inquiries and targeted the fleet periods operations wanted to fill.
The team compared confirmed rental bookings, fleet-qualified-inquiry-to-booking conversion, marketing cost per confirmed booking across the agreed reporting periods. Booked value was not realized revenue; cancellations were accounted for separately in a real case. The comparison assumed matched depot inventory and hire duration.
Confirmed rental bookings moved from 120 to 168. Fleet-qualified-inquiry-to-booking conversion moved from 40% to 48%. Marketing cost per confirmed booking moved from $100 to $80.
Booked value was not realized revenue; cancellations were accounted for separately in a real case. The comparison assumed matched depot inventory and hire duration.
We calculated relative changes from the baseline and comparison values and reported conversion or retention changes in percentage points. We rounded displayed changes to one decimal place where needed. The figures did not establish that marketing caused the outcome.
Measurement window: Two comparable 90-day rental campaigns at the same depots.
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