Data Science boosts the media efficiency of digital campaigns for Magenta
Intro
Magenta is known for striking, creative advertising campaigns. The high art of digital campaigns lies in optimizing and controlling the contact frequency (frequency cap) per user. Because there is a point where more impressions do not lead to more conversions. Campaigns optimized for user experience avoid overexposure (too many ad impressions per user) and achieve high conversion rates with efficient use of the media budget.
Goals
- Optimization and control of the frequency cap (contact frequency) per user for data-driven campaigns
- Increase in conversion rate by optimizing the brand experience for users
- Increasing media budget efficiency
The use of the Data Clean Room for campaign analysis is an innovative approach to data-driven optimization of user experience and media budget.
Natalia Beta-Leddin, Key Account Manager for Magenta at e-dialog
Strategy
The historically assumed frequency cap is challenged.
- For Magenta, the relationship between the KPIs impressions and conversions and the frequency of ad delivery was analyzed. This requires raw campaign data (i.e., view information per user), which is made available in a Data Clean Room to ensure GDPR compliance.
- At the same time, the raw data is used to precisely analyze how the key figures vary for each campaign, ad, funnel stage, or goal.
- In-depth evaluation was also conducted on the type of ad booking and its influence on overexposure and efficiency.
- From this, recommendations for an optimized frequency cap – the ad delivery per user – and the most efficient use of the media budget could be derived for Magenta.
- Utilizing insights for real-time campaign control optimization
Measures
To optimize Magenta’s campaign KPIs, our Data Scientists initiated an in-depth analysis in the Data Clean Room. Using granular raw campaign data in Ads Data Hub, we determine how the delivery frequency affects campaign success. Data Science and Machine Learning are used to calculate the actual and optimal contact frequencies. Based on the results, ad delivery is optimized in a data-driven and real-time manner along the customer journey, individually for each user.</p https://www.youtube.com/watch?v=hjHFYfnvHFE
As a best practice case for data-driven campaign control, this project was awarded, for example, with: iab WebAd 2021 in Gold (Best Data-Driven Campaign), Shortlist placement for EFFIE 2021 (Digital Business), Annual Multimedia Award 2021 Silver (Best Use of Data & AI).
Results
An efficiency optimization of 77% of the media budget and a 32% increase in conversions were the result of the data-driven optimization of the customer journey through raw data analysis in the Data Clean Room. Despite working with the most granular user data, the protection of users’ personal data is ensured. By focusing on the customer’s user experience, the financial key figures of the campaign are simultaneously optimized, and a significant increase in media spending efficiency is achieved.
- % efficiently utilized media budget
- % Conversions
Excellent!
This case was awarded the webAD Award in Gold by iab Austria in the category Best Data-Driven Campaign. This is the second consecutive webAD award for e-dialog. The award for Best Data-Driven Campaign recognizes digital marketing strategies whose efficiency is strongly based on the use of data.
