Every marketer knows the importance of building customer personas. Why? Because once you build the personas that match your ideal customer you can spend your time and energy figuring how to find and repeat those successes. Sounds easy, right? Wrong! When it comes to audience targeting, there is so much data available when searching for those attributes you most want to target, it can feel overwhelming, and marketers often use inefficient methods, sacrificing scale for narrow targeting methods or foregoing quality for spray and pray methods.
For example, we have an insurance client who was looking to accelerate growth online through display advertising and was frustrated after running campaigns based solely on contextual and demographic parameters and the sub-par results that followed. What they needed was a display advertising solution that generated consistent results and acceptable ROI. We built a custom audience in order to reach online consumers with the same personas of their current, highest value customers. Also, because we use BlueKai as our DMP we were able to easily use a DSP to bid in real-time on our customer’s audience data.
What worked:
-Taking a list of current high value customers, combining it with TruSignal’s offline consumer data and finding over 100 predictive attributes that defined their best current customers.
-TruSignal identified 8 million online consumers more likely to become customers and generate above average profitability
-Running three different ad sizes, three creative concepts and a proven landing page
-Using RTB exchange media to optimize bidding strategies
How it was measured:
-Last-click attribution
-Unique tracking phone number
-View-through attribution from search and organic traffic
-Closed loop conversion tracking to measure complete attribution from impressions to insurance policy conversion and premium value
Campaign Results:
-Online leads converted at double the average rate
-Lifetime value of new customers was 60% greater than average
-For every 1 customer acquired direct from the display campaign (via last click), 6 additional consumers who were exposed the display campaign subsequently converted through search campaigns.
Want to learn more about how it was done? TruSignal_Case Study.