This major consumer banking client was looking for a way to increase the effectiveness of its credit card campaign by converting new customers.
The client asked MEDIATA to deliver a solution that would achieve an eCPA of $200 or less – and do it without the ability to retarget users (this component was being exclusively run through another vendor).
MEDIATA opted for its Packaged Audience and Lookalike Audience products to achieve this goal.
Before the campaign started, pixels were placed on the client’s website to monitor the users visiting the site and more importantly, the users who were converting.
Results & Analysis
MEDIATA set the campaign live with 4 Packaged Audiences that were closely aligned to the client’s target audience. These tried and tested ‘Pre-Built’ Audiences enabled the campaign to start with immediate success.
The Packaged Audiences, broken down in Graph 1 performed well; achieving CPA results well under the campaign goal of $200.
Graph 1:Packaged Audience CPA Results
After several weeks of data collection, a statistically significant volume of users was reached and these were analysed against MEDIATA’s User Profile Database.
Common user characteristics were identified and a scalable audience pool with similar characteristics was created so that the Lookalike product could be rolled out.
As seen in Graph 2, the effect on overall performance was instantly noticeable with conversion volumes spiking in week 4.
Graph 2: Conversion Volumes over Time
By the end of the campaign the Lookalike product’s eCPA was coming in at $33, which was $167 under the initial target!
Graph 3: eCPA Performance by Product
While Packaged Audiences are a great way to launch a successful prospecting campaign, this case study demonstrates there is no substitute for deep, data driven, audience knowledge.
MEDIATA, without running retargeting, were able to use their unique audience data to limit impression wastage and deliver high volumes of new customers. The client was thrilled.