The UK's leading independent mobile phone retailer, The Carphone Warehouse, switched its search engine marketing management to Efficient Frontier after a four way pitch. The Carphone Warehouse uses Efficient Frontier’s portfolio optimisation technology as well as the services of Efficient Frontier’s highly analytical search team to boost their PPC campaigns.

The decision to move the account to Efficient Frontier was based on a strategic need to increase the flexibility, opportunity and efficiency of their search marketing accounts. The technology ensures frequent and ongoing keyword level optimisation and also helps to predict revenues alongside dynamic market changes. This allows the account management team to allocate budget appropriately and to focus on the other key aspects of optimization for the campaigns.

Rupert Corbett, Online Marketing Manager for The Carphone Warehouse says, “Search marketing is a very significant channel for us and we wanted to ensure we were getting the best ROI achievable. The technology, coupled with Efficient Frontier’s account management, appeared to be the dynamic, reactive and efficient solution we were seeking.

Since working with Efficient Frontier we’ve seen some great results. The technology keeps the keyword bids in check for our range of campaign level targets, whilst the account management team focuses on expansion, ad texts, landing pages and negatives. The setup allows for great flexibility and the reporting is simple and intuitive.”

Nick Morley, VP International Sales and Client Development for Efficient Frontier, says: “We’re thrilled to be working with one of the biggest players in the telecoms sector. The mobile phone market is very competitive and the enormous number of products and tariffs brings about a complexity in which our optimisation platform excels. We are delighted about the great results we have been able to achieve for The Carphone Warehouse so far and we look forward to even greater success.”

About The Carphone Warehouse
The Carphone Warehouse is the largest independent mobile phone retailer in the world, with 2,400 stores operating across 10 markets. Since 2003, the company has also built up a significant Telecoms business, which already contributes half of the Group's revenue and is set to be a major driver of future pro!table growth. The company is committed to offering impartial and expert advice on the widest range of the latest product plus unbeatable, aftersales care.

The Carphone Warehouse was founded by Charles Dunstone in 1989 with £6,000 of savings. Dunstone built the business on the premise of delivering outstanding customer service and the ability to deliver 'simple, impartial advice' in the ever-complex world of mobile phone purchasing. The Carphone Warehouse and Best Buy Co., Inc. entered into a new venture in 2008 to grow The Carphone Warehouse's existing retail business and introduce Best Buy stores across Europe. The companies estimate the size of the European market for consumer electronics at £89 billion ($175 billion) and believe that no other European retailer offers the type of shopping experience the new venture intends to provide for consumers.

About Efficient Frontier
Efficient Frontier is the market and technology leader in providing Search Engine Marketing (SEM) solutions for leading global advertisers and agencies. Founded in 2002, Efficient Frontier pioneered the application of modern portfolio theory to SEM and today combines its core algorithms and bidding technology with comprehensive strategic and tactical services to manage more than $500 million in global search spend. The largest and most sophisticated advertisers and agencies partner with Efficient Frontier to achieve and sustain optimal return on investment and ongoing campaign growth and efficiencies in highly competitive and volatile search marketplaces. The company has 200 employees and is headquartered in Mountain View, CA with offices in New York, the United Kingdom, France, Germany, Hong Kong and India, and licensing partnerships in Japan and Australia. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures.

For more information:
Merinda Peppard
Global Marketing Manager
020 7166 5220

Published on: 2:37PM on 30th September 2009