1. Goal: Improve Campaign Performance and Revenues for a Seasonal Campaign
A national jewelry retailer wanted to improve click-through rate, eCPC, and sales revenues for an annual
campaign featuring holidays in February and March: Valentine’s Day, Presidents’ Day, Mardi Gras, Chinese
New Year, and St. Patrick’s Day.
Solution: Use Data-Driven Insights to Adjust Campaign Parameters Mid-Flight
The retailer began running the campaign through the Turn Digital
Hub using assumptions based on the previous year’s results. As
current campaign performance data flowed into the Turn Digital
Hub, the company’s marketers relied on a mix of standard and
custom analytics for rapid insights that let them continuously
fine-tune performance.
With real-time campaign performance reports, the marketers
were able to regularly evaluate impressions, clicks, and actions
by any designated period of time since the campaign start date.
As the campaign unfolded, they drilled down into additional
analytics that helped answer key questions about targeting,
channels, inventory, and creative. Because the Turn Digital
Hub allows campaigns to be adjusted even while they’re
running, the marketers could fine-tune campaign parameters
without delay.
Targeting
Demographic Targeting. The Turn standard Audience Insights report provided the retailer with real-time information
about the age, income, lifestyle, and affinity of the people who clicked. The visual skew analysis in the Audience
Insights report highlights the characteristics of an audience segment that differentiate it from the general population.
Using this report for insights into the audience segments most likely to click through and buy, the marketers set up Turn
predictive targeting to focus the campaign on two cohorts: 18- to 25-year-olds and 26- to 34-year-olds.
Geo Targeting. The retailer used Geo reports to evaluate a range of performance metrics by geographic area, then
adjusted the campaign to target 12 states that showed the best campaign performance.
Day Part Targeting. Day Part reports show a variety of performance metrics by day of week and by time of day.
These metrics helped the retailer focus on the most effective times to serve ads, between 7:00 a.m. and 1:00 p.m.
1Case Study | Retail: Real-Time Campaign Optimization Boosts Long-Term Marketing Results
Real-Time Campaign Optimization Boosts
Long-Term Marketing Results
CASE STUDY | RETAIL
With real-time optimization, the retailer’s revenue
increased 78 percent over the previous year’s campaign
and achieved a 487 percent increase in click-throughs.