A leading Australian Bank asked MEDIATA to assist on a campaign which was underperforming. Due to the condensed timeframe, performance had to scale up fast.
The challenge was to perform strongly without access to retargeting, which was being handled by another party. This put an emphasis on identifying audiences that would perform quickly with little media wastage.
MEDIATA decided to rely on three audience components, Packaged, Custom & Lookalike. Discussions with the client on the specific makeup of the target audience helped to identify Custom demographic and firmographic filters. These were used alongside MEDIATA’s tried and tested Packaged Audiences.
Pixels were also placed on the campaign’s landing page, conversion page and the website home page. This enabled MEDIATA to build a rich understanding of a highly relevant set of users to create the Lookalike audience.
Results & Analysis
Due to the time constraints on this campaign, MEDIATA quickly launched with the Packaged and Custom Audiences. Evidently in Graph 1, the Package audiences were chosen appropriately as all audiences achieved a strong CPA result.
Graph 1: CPA Performance by Packaged Audience Segments
Graph 2 shows the overall effectiveness of launching the campaign with the Packaged and Custom audiences – the average CPA results were well below the target of $400.
Graph 2: Comparison of Average CPA Results
After several days of data collection, a statistically significant volume of users was reached and these were contrasted against MEDIATA’s User Profile Database.
Similar users were identified and a scalable audience pool was created so that the Lookalike product could be rolled out. As per Graph 3, the introduction of this product in the second week of the campaign had a dramatic and positive effect on performance.
Graph 3: CPA Performance
The strong results from this campaign show a clear correlation between performance and audience data. MEDIATA’s audience platform has been designed to use various levels of audience data or customer insight to create highly targeted and commercially effective audiences.
MEDIATA’s strong performance is a reflection of their effective audience data platform.