{"id":13961,"date":"2021-11-29T00:00:00","date_gmt":"2021-11-29T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/success-story\/data-science-boosts-the-media-efficiency-of-digital-campaigns-for-magenta\/"},"modified":"2026-02-27T11:07:06","modified_gmt":"2026-02-27T11:07:06","slug":"data-science-boosts-the-media-efficiency-of-digital-campaigns-for-magenta","status":"publish","type":"success-story","link":"https:\/\/e-dialog.group\/en\/success-story\/data-science-boosts-the-media-efficiency-of-digital-campaigns-for-magenta\/","title":{"rendered":"Data Science boosts the media efficiency of digital campaigns for Magenta"},"content":{"rendered":"<h2>Goals<\/h2>\n<ul>\n<li>Optimization and control of the frequency cap (contact frequency) per user for data-driven campaigns<\/li>\n<li>Increase in conversion rate by optimizing the brand experience for users<\/li>\n<li>Increasing media budget efficiency<\/li>\n<\/ul>\n<div id=\"highlight-text-block_489321699048647cb0276605675194fa\" class=\"highlight-text block block--highlight-text\" data-title=\"\">\n  <div class=\"highlight-text__content content\">\n    <svg class=\"content__decoration\" width=\"292\" height=\"292\" viewbox=\"0 0 292 292\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n      <circle cx=\"146\" cy=\"146\" r=\"113.5\" stroke=\"#FBC105\" stroke-width=\"65\"><\/circle>\n    <\/svg>\n    <h3 class=\"content__hl\">The use of the Data Clean Room for campaign analysis is an innovative approach to data-driven optimization of user experience and media budget.<\/h3>          <div class=\"content__text\"><p><cite>Natalia Beta-Leddin, Key Account Manager for Magenta at e-dialog<\/cite><\/p>\n<\/div>\n          <\/div>\n<\/div><div id=\"basic-content-block_abcbf539b6544453535ee57b0eac69ea\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Strategy<\/h2>\n<p>The historically assumed frequency cap is challenged.<\/p>\n<ul>\n<li>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. <\/li>\n<li>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.<\/li>\n<li>In-depth evaluation was also conducted on the type of ad booking and its influence on overexposure and efficiency.<\/li>\n<li>From this, recommendations for an optimized frequency cap &ndash; the ad delivery per user &ndash; and the most efficient use of the media budget could be derived for Magenta.<\/li>\n<li>Utilizing insights for real-time campaign control optimization<\/li>\n<\/ul>\n<figure><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/20210921-iab-WebAd-Case-Magenta-1200x760-vorschaubild-v2.jpg\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/20210921-iab-WebAd-Case-Magenta-1200x760-vorschaubild-v2.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/20210921-iab-WebAd-Case-Magenta-1200x760-vorschaubild-v2-300x190-1.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/20210921-iab-WebAd-Case-Magenta-1200x760-vorschaubild-v2-768x487-1.jpg 768w\" alt=\"\" width=\"800\" height=\"507\"><figcaption>Source: e-dialog, Optimization of Campaign KPIs with Data Science<\/figcaption><\/figure>\n<h2>Measures<\/h2>\n<p>To optimize Magenta&rsquo;s campaign KPIs, our Data Scientists initiated an in-depth <strong>analysis in the Data Clean Room<\/strong>. Using granular raw campaign data in Ads Data Hub, we determine how the delivery frequency affects <strong>campaign success<\/strong>. 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.&lt;\/p https:\/\/www.youtube.com\/watch?v=hjHFYfnvHFE   <\/p>\n<p>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 &amp; AI).<\/p>\n<h2>Results<\/h2>\n<p>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&rsquo; personal data is ensured. By focusing on the customer&rsquo;s user experience, the financial key figures of the campaign are simultaneously optimized, and a significant increase in media spending efficiency is achieved.  <\/p>\n  <\/div>\n<\/div>  <div id=\"kpi-large-block_35c161698aac453a66c885b59932600f\" class=\"kpi-large block block--kpi-large\" data-title=\"\">\n    <div class=\"kpi-large__content content\">\n      <ul>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#plus\"><\/use>\n                <\/svg>\n                            <span data-count=\"77\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">efficiently utilized media budget<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"32\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">Conversions<\/span>\n                                  <\/li>\n              <\/ul>\n    <\/div>\n  <\/div>\n<div id=\"basic-content-block_966ec45bc403e25c58f8325466b032d0\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/iab-webad2023-logo.png\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/iab-webad2023-logo.png 912w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/iab-webad2023-logo-300x130.png 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/iab-webad2023-logo-768x333.png 768w\" alt=\"\" width=\"800\" height=\"347\"><\/p>\n<h3>Excellent!<\/h3>\n<p>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.  <\/p>\n  <\/div>\n<\/div>","protected":false},"featured_media":13844,"template":"success-story-old.php","meta":{"_acf_changed":false},"categories":[450],"channel":[452],"country":[469],"goal":[465],"industry":[476],"c-year":[65],"class_list":["post-13961","success-story","type-success-story","status-publish","has-post-thumbnail","hentry","category-technology","channel-display","country-austria","goal-optimize-marketing-budgets","industry-telco","c-year-65"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Magenta: Media Efficiency via Data Clean Room | e-dialog<\/title>\n<meta name=\"description\" content=\"Data Science optimizes Magenta&#039;s digital campaigns with Data Clean Room and frequency cap control \u2192 77% 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