ZOZIMUS PREDICT
Zozimus harnesses the power of predictive analytics to give our clients a distinct competitive edge.
“Zozimus Predict is a precision-focused predictive model that accurately forecasts key performance indicators, revenue trends, and campaign performance dynamics across time.”
THE ZOZIMUS APPROACH
Zozimus Predict is a precision-focused predictive model that accurately forecasts key performance indicators, revenue trends, and campaign performance dynamics across time.
Our process begins by meticulously collecting and analyzing data during the initial phase. From there, we construct precise predictive models. This cutting-edge model is laser-focused on forecasting key performance indicators (KPIs), revenue projections, and the ongoing performance of your campaigns.
Every week, we input fresh data meticulously categorized by channel, including paid search, paid display, organic search, direct mail marketing, lead generation forms, experiential/event data, email engagement, billboard metrics, networking insights, and more, into the Zozimus Predict system. This dynamic approach enables us to continuously monitor and deliver monthly trend insights through interactive dashboards and comprehensive reporting.
UTILIZING PREDICTIVE ANALYTICS IN PPC CAMPAIGNS
In the world of Pay-Per-Click (PPC) marketing, the roles of analytics and predictive analytics are distinct but equally vital. We use analytics to track and analyze data from ongoing or past campaigns, examining key performance indicators (KPIs) such as click-through rates (CTR), cost-per-click (CPC), and return on ad spend (ROAS). These insights provide a snapshot of how well a campaign is performing, offering actionable data that drives immediate improvements.
Predictive analytics, however, is where the magic happens. By analyzing historical data, we can forecast future performance, enabling us to answer critical questions like, “How will changes in ad spend influence campaign results?” This foresight allows us to refine audience targeting, predicting which demographics or behaviors are most likely to engage with specific ads. The result? More efficient campaigns that drive better results.
REAL CLIENT SUCCESS
Bryant University
In the face of a looming demographic shift and tightening competition, Bryant University found itself at a pivotal crossroads. Traditional recruitment strongholds in the Northeast were starting to falter, as declining high-school graduation rates collided with rising media costs and intensified regional competition. But instead of pulling back, Bryant decided to lean into innovation, and partnered with Zozimus to chart a new path forward.
With the same media budget in hand, we set out to do something radically different: transform how, where, and to whom Bryant marketed. What followed was a precision-crafted enrollment strategy, driven by proprietary ZIP-code modeling, that delivered three consecutive years of record-breaking application volume and incoming classes.
Bryant’s core challenge was emblematic of what many Northeast institutions are now facing: an “enrollment cliff” caused by shrinking high-school cohorts. Their traditional recruitment radius was contracting, and the usual feeder ZIP codes were becoming oversaturated—delivering weaker returns despite rising costs.
At the same time, new opportunities were emerging. Migration patterns were shifting, favoring southern and mid-Atlantic states. But Bryant lacked the brand awareness in those growth corridors to take full advantage. With limited budget flexibility, expanding reach required not more money—but smarter deployment.
Zozimus brought to the table more than media muscle, we brought a proprietary, data-first methodology built to unlock hidden value from overlooked markets.
We began by layering geostatistical ZIP-code scoring onto historical enrollment data, U.S. Census insights, and mobile-device flow analysis. This allowed us to isolate where media dollars were delivering measurable lift, not just impressions. Then, we applied a demographic “sweet-spot” filter, identifying ZIP codes where household income, parent education, and youth population density aligned to create ideal enrollment conditions.
To bridge the awareness gap outside Bryant’s core region, we engineered distance-weighted bidding, increasing impression frequency in areas further from campus. Weekly test-and-learn sprints, guided by real-time dashboards and heatmaps, allowed us to refine this strategy with agility.
We implemented our solution in a phased rollout. In the first sprint, we reallocated roughly 25% of the media budget, shifting investment from oversaturated areas into high-opportunity ZIPs that offered stronger predictive potential.
Next, we introduced a creative strategy tailored for parents, emphasizing value, outcomes, and emotional reassurance, particularly in markets further afield. This was coupled with higher-frequency messaging and segmentation based on household composition.
Finally, we used top-performing ZIP-code profiles to clone look-alike markets along the Eastern seaboard, extending Bryant’s geographic reach deep into the Mid-Atlantic and Southeast.
The outcome was nothing short of extraordinary. Bryant achieved record application numbers three years in a row, each cycle outperforming the last, even as the Northeast talent pool continued to shrink. The university also welcomed the largest incoming classes in its history, and experienced a notable drop in cost-per-enrollment, freeing up budget for brand initiatives and long-term programs.
Geographic diversity surged, with out-of-region students comprising a significantly larger share of each incoming class. Perhaps most importantly, the ZIP-code science has become a scalable framework. Today, Bryant is using the same methodology to fuel growth in its graduate and online programs.
This wasn’t just a campaign. It was a futureproofing strategy grounded in analytics and imagination. By helping Bryant move beyond the limits of geography and into data-powered decision-making, Zozimus demonstrated what’s possible when marketing is treated as a strategic lever, not just a line item.
Every reallocated dollar worked harder. Every insight turned into action. And every challenge became an opportunity to dream bigger.
REAL CLIENT SUCCESS
Bob's Discount Furniture
When Bob’s Discount Furniture, an iconic American retailer synonymous with value, came to Zozimus, they were grappling with a troubling trend: digital sales were falling short. Despite a strong brand presence and a loyal customer base, online revenue was lagging. It was clear there were unseen barriers blocking the path to growth. Our job was to uncover them, and turn those obstacles into opportunity.
What we found was a perfect storm of underperforming digital levers. The ecommerce conversion rate across the site had plateaued at just 0.36% over the prior year. At the same time, the decision to pause branded search and display media campaigns had a swift and severe impact. Revenue per click from paid search tumbled from $2.03 to $0.86, and ecommerce conversion from display dropped by 38%, leading to a combined loss of more than $2.2 million in just a matter of weeks.
But it wasn’t just paid media that was leaking revenue. Organic search, one of the brand’s most valuable channels, was underperforming due to poor rankings. While organic visitors were worth $2.71 each, only 5.4% of keywords ranked in the coveted top three search positions. That left an estimated $628,000 on the table, in a single month!
Frustrated customers were also struggling to find what they needed. Site search volume in February alone topped half a million queries, many for high-intent items like futons. The user experience added more friction: checkout load times lagged at 7.09 seconds, and bounce rates spiked to 47%. On mobile, 65% of visitors arrived via smartphones, and most were searching for store locations, yet the mobile experience didn’t fully support that journey or incentivize in-store visits.
At Zozimus, we believe in turning data into direction. To build a roadmap for revenue, we examined every interaction through a cross-channel lens. We mapped revenue per visit by channel to highlight where incremental gains would return the highest value. We translated SEO rank opportunities into real revenue forecasts and reviewed internal site search data to identify where users were hitting dead ends.
We also dug into the digital-to-store journey, particularly for mobile traffic, to better understand how web interactions influenced in-store footfall. And through page speed diagnostics, we tied latency directly to lost conversions, creating a clear line from performance metrics to dollars.
Our findings painted a vivid picture of untapped potential. Organic search had room to grow dramatically if priority pages could move into higher rankings. The cost of pausing branded media became undeniable, with direct correlations to lost revenue and store visits. High-intent users, like those using site search, were underserved. And technical issues, from slow checkout speeds to mobile journey drop-offs, were costing sales daily.
Together with the client, we created a prioritized roadmap to address these issues. We reactivated branded media campaigns and implemented a new ROAS-based budgeting strategy to safeguard investment. On the SEO front, we enriched thin category pages with strategic content and focused efforts on boosting rankings for pages stuck in positions four through ten. To support high-converting user behavior, we launched a monthly review of site search queries and refined the product taxonomy to better match user intent.
Performance optimizations tackled server response times and restructured key templates for checkout and search. And on mobile, we enhanced store location pages with promotions, events, and mobile-specific offers to nurture the offline path to purchase.
The transformation was dramatic. Our collaborative roadmap has already generated tens of millions of dollars in incremental revenue, though the precise figures remain confidential. Organic revenue grew at the fastest rate, fueled by better-ranked pages that captured and converted more high-value traffic. Branded media efforts regained traction, now delivering positive return on ad spend while boosting both ecommerce and in-store engagement.
Checkout abandonment decreased meaningfully as site speed improved, and users were better able to find what they needed, whether they were searching online or heading to a nearby store.
We didn’t just bring solutions. We brought a story that made sense to every stakeholder, from marketers to CFOs. By translating friction into missed revenue, we created urgency and alignment. Our data-first approach ensured that every decision was grounded in measurable outcomes. And by stacking quick wins early, we unlocked the momentum needed to fund deeper, more transformative work.
At Zozimus, we believe in dreaming big, but always with both feet firmly planted in data. This project proved the power of pairing imagination with insight.
AMPLIFY YOUR RESULTS WITH ZOZIMUS PREDICT
The power of Zozimus Predict doesn’t stop with PPC. We combine it with other metrics to deliver even more impactful recommendations. At Zozimus, we don’t just predict the future—we help you shape it. Our precision-focused strategies and innovative use of predictive analytics empower your campaigns to achieve extraordinary results.
WE CAN ACHIEVE
GREAT RESULTS TOGETHER
At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.
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BOSTON, MARS
