Campaign Optimization Case Study

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Campaign Optimization

SITUATION:

• Financial services company sought to identify the best performing website creative stories, and ad formats
• Needed comparative measures to evaluate effectiveness of new advertising and new communications vehicles
• Desire to maximize the lift in favorability across the entire campaign
• Firm wanted to model and optimize future media plans

DATA ANALYTICS:

• Through extensive analysis and modeling, identified that total Favorability Gain was a function of the unique combination of specific creative units used on specific   Websites
• Cost efficiency and effectiveness of each advertising unit and website used were calculated and became inputs into the model

OUTCOME:

• Overall diagnostic results were favorable, validating the management team’s decision to move forward with the campaign
• Advertising agency used model to further improve their media planning process
• New advertising creative tested to determine if it would improve favorability and maximize the overall lift of the campaign

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