OPTIMIZATION PROGRAM ACROSS CHANNELS
Insights from personalization program lead to 388 net new contacts, an opportunity valued at nearly $7.7MM and the potential of $1MM cost savings in media spend.
- THE PROBLEM
The world’s leading provider of enterprise open source solutions, was looking for ways to reduce inefficiencies within their personalization program. They wanted to focus on key integrations for campaigns. By creating high impact audiences in AAM for marketing in various channels, they hoped to see higher lead conversions.
- THE SOLUTION
Search Discovery developed an Optimization program by building a Hypotheses Library of test ideas, and we prioritized the tests based on goals and impact.
Using these ideas, we supported the identification of traits and audiences using 1st and 3rd party data.
We used Adobe Target as the delivery mechanism for experiences for select segments created from the Adobe Analytics Cloud. The use/implementation of Adobe Audience Manager for ABM and CRM segments combined with the behavioral data from Adobe Analytics is really what drove this program’s success.
We set up destinations for audiences in various marketing channels such as Twitter, Eloqua, DV360.
We used Adobe Target as the delivery mechanism for experiences for select segments created from the Adobe Analytics Cloud. The use/implementation of Adobe Audience Manager for ABM and CRM segments combined with the behavioral data from Adobe Analytics is really what drove this program’s success.
We set up destinations for audiences in various marketing channels such as Twitter, Eloqua, DV360.
- THE BUSINESS IMPACT
Drove 11% growth of Registrations
388 net new contacts, opportunity valued at nearly $7.7MM
Potential of $1MM cost savings in media spend by identifying and excluding the internal client audiences for marketing actions such as display and media.
11%
registration growth
$7.7MM
in opportunity values
$1MM
cost savings in media spend
