Diving into Big Data
Advertiser
Objective / insight
- The company find a creative way to exploit the Big Data and adopting an opportunistic marketing activation strategy.
- Identify times most conducive to convert potential pool buyers.
- the moments and the spaces most appropriate to realize their media expenses
- to determine the turnover point of a prospect and identify the correlations with conversion’s increases on some warmest periods.
- The brand’s goal was to increase prospects by 10% and the conversion to sales by 5%.
Implemented strategy
- Purchase space in real time to adjust Narellan’s media investments (49 targeted regions).
Technology implemented
- Programmatic ads
- 1st party Data
- 3th party data
Result
- Reduction of media expenses by 30% for the brand,
- 11% increase in the number of prospects (vs 10% of the initial target).
- Sales increased by 23%.
- 360% increase over the target of growth and profitability.
- An ROI estimated at 54 million AUSD for 1 USD invested.
