BlueKai data helps CPG company increase coupon downloads by 36 percent with in-market, demographic and lifestyle targeting attributes.
Goal
Drive web visits and coupon downloads for a national CPG company, while lowering their CPI (Cost Per Impression) and CPE (Cost Per Engagement).
Methodology
On behalf of a large CPG company, Rocket Fuel began targeting 20 different user segments from BlueKai Exchange with branded banner advertising. These segments included lifestyles; users in-market for specific local goods and services; specific in-market retail shoppers, and users with declared special interests.
From there, Rocket Fuel applied additional attributes for results optimization, such as browsing habits, site content, time of day, day of week; properties of the web pages, ad placement, size of ad, creative theme and more. Progressive optimization was implemented to improve performance over time and to better target the right users in the right context, while eliminating poorer performing segments.
- Through progressive optimization and testing the right users in the right context, Rocket Fuel found BlueKai to be 36% more effective than the second-best performing data partner.
- BlueKai performed 102% better than the best performing content provider.
- BlueKai data was more cost effective when it came to lowering CPE (Cost Per Engagement). The best performing BlueKai segment achieved a CPE of $0.92. (compared to the second best data partner who achieved a CPE of $1.25 and the best performing content provider with a CPE of $1.86.
Client Quote
“Brand awareness isn’t about mass message spamming – it’s about reaching the best audiences – qualified buyers and influencers who will notice, pay attention, and internalize our message. Rocket Fuel leveraged BlueKai data to find, hone in on our core audience and engage them. We didn't want to measure success by bolting on old-school Web metrics to our online campaigns – or settle on clickthrough rates or other proxy metrics to understand if we were reaching the best audience. Rocket Fuel drove our campaigns with purpose-built data from BlueKai to maximize brand impact and showed us a better way to reach, measure and tune campaigns to our brand metrics.”
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CPA, ASAP, PDQ: BlueKai lowers CPA costs by more than 40 percent for travel client, 4.1 million impressions.
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Consumer Product Goods
Tasty response: BlueKai increases coupon downloads by 36 percent.
Telecom
Communication breakthrough: BlueKai generates lift of 200 - 600 percent for telecom client.
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