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CASE STUDIES

Case Study – Cloud Data Platforms (B2B)

Overview

High value, low volume client that was finding it increasingly difficult to deliver their marketing returns. By changing the way they managed and interrogated their data they were able to increase the range of effective channels and increase the ROI of marketing activity.

The Challenge

The client was a global cloud data platforms company operating in many verticals, with a particular need to focus on their healthcare and financial services business lines. Due to the high value low volume nature of their business absolute precision was required.

The sale of their services required communicating to specific job roles with their target organisations which they were finding difficult to achieve in a consistent and voluminous manner.

Previous the client had used restricted channels such as bought email lists and LinkedIn approaches that were becoming less effective and hence more expensive.

Specifically, the client wanted to:

Use a broader range of communication channels and media

Get to decision makers in their target segments

Drive relevant decision makers to their industry conference stands

What did we do?

We utilised two of our unique solutions to address the client’s challenge.

Firstly, we utilized our unique. polygon technology to identify devices that had been present at industry specific industry conferences and used this as an initial filter to start building digital campaigns to attract the target customers. We built campaigns to build engagement with the individuals after the event.

Secondly, we then reverse engineered the profiles of these groups to granularly identify more individuals with a similar profile, across job titles, job function and industry focused on current live devices.

Using this we were able to target their digital advertising to raise awareness of the business. When there was a conference, we were able to target the devices of identified prospects and drive them to the client’s stand for a conversation with the team.

Results

Conclusion and Next Steps

This project demonstrates Prodo Ads’ ability to deliver unique solutions to resolve specific marketing challenges. The client has continued to use the solution to extend across their other vertical segments and drive increased business.

Case Study – Home Green Energy Provider

Overview

In this project Prodo Ads demonstrated our ability to isolate different elements of the communications journey and establish a clear approach for the business to maximise returns, in this case increasing ROI by six times.

The Challenge

This specialist provider of green energy solutions for home and business has fairly flat traffic to their website despite increasing investment substantially over the preceding 12 months. The client had a range of creatives and there was little insight from the previous campaigns to indicate the strongest route to drive customer engagement.

What did we do?

We took the current creative and messaging execution and rebuilt the data and audience profiles to be able to test and understand the response rates.

We utilised our ability to accurately target the data to audiences that were definitely in the correct geographic footprint for their team of engineers.

We expanded the range of channels to include ethe full range of digital channels, many of which they had withdrawn from due to poor returns.

Finally, we tracked the performance of the campaigns and built a renewed media plan.

Results

Conclusion and Next Steps

Through a clear understanding of which audiences resonated most strongly and the messages they engaged with we were able to build a creative, media and data strategy that drove a six times higher rate of return on marketing investment.

Case Study – Pet Care Retailer

Overview

Offer a brief overview of the case study, including its context, purpose, and the key question or challenge it addresses.

The Challenge

Like many retailers and businesses, they were seeing the rate of return on their digital marketing decline and they wanted this back.

Specifically, the client wanted to:

Drive traffic to their web shop across all products

Drive disproportionate traffic increases to their higher margin, higher value services such as pet grooming and specialist nutrition

Drive footfall into their physical stores

What did we do?

We worked with the client to really understand what their customers looked like, across their different customer segments. The insights from this were used to create tight demographic, customer preference and geographic profiles to attract the right customer mix. This is standard industry practice and we realise this wouldn’t set our campaigns apart.

We then added a further stage to improve the targeting to ensure that messages only went to live devices currently in the correct locations whilst tracking against a control group of standardised social media purchased advertising.

The adverts were then placed in the usual platforms.

Finally, we tracked the geographic location of campaign receiving devices to check for presence in a physical store.

Results

Conclusion and Next Steps

This project demonstrates Prodo Ads’ ability to deliver significant uplifts on previous campaigns. Now that the client had an understanding and control of the data they were using in their campaigns, they were then able to go on and develop tighter demographic and socio-economic targeting and test different creatives with confidence.