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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.
© 2015 Turn Inc. All rights reserved. Turn is a registered trademark of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without notice.
August 2015
2
Channels
When the company’s marketers reviewed a Turn custom Campaign Performance by Device Type report, they
discovered that their display ads achieved the highest click-through rate on mobile devices. With that in mind,
they immediately adjusted the budget to add mobile inventory for the most popular types and sizes of creative
accessed through mobile devices.
Inventory
The Advertiser Data Pixel report mapped the number of conversion beacons against unique users for a specified
time period. This visualized report provided the marketers with immediate feedback about campaign effectiveness.
The data was also fed into a custom Top Level Domain report that Turn analysts used to create a “whitelist” of
top-performing publishers.
Creative
The demographic insights provided by the Audience Insights report allowed the marketers to fine-tune the
creative design and messaging for the two target demographic groups.
In addition, the marketers reviewed a custom Creative Performance report so they could evaluate the results of
each creative in the campaign, including the ad’s size. They learned that the 300x600 ad unit had the best eCPC.
However, they also found that the available inventory at that size would not give them enough reach, so they added
the next-best performing sizes.
Results: Real-Time Insights Drove Dramatic Campaign Improvements and Later Benefits
Thanks to the deep, timely insights provided by the Turn Digital Hub, the retailer achieved outstanding campaign
results. In addition, the company’s marketers were able to leverage these insights to increase the impact of
follow-on activities well past the end of the campaign.
•	 Revenue increased 78 percent over the previous year at about the same ROAS. There was a 487 percent
increase in clicks and a 64 percent increase in actions.
•	 Follow-on retargeting campaigns were scheduled to encourage an additional percentage of people who clicked
on the ad to take action, which would further improve ROAS. These follow-on campaigns could be quickly
planned and activated because the data was already centralized in the Turn Digital Hub.
•	 A high-impact mobile apps channel was added to subsequent campaigns, based on the metrics of using the
mobile web in the seasonal campaign.
•	 The company refined messaging on the website as well as in email communications, based on audience skew
information from the seasonal campaign.
Real-time optimization produced dramatic increases in performance and revenues over the previous year’s
campaign. The ROAS remained relatively flat even though the campaign budget almost doubled.
Contact Us
We’re eager to talk with you about your business requirements. Contact us at sales@turn.com to learn more.
Or visit us at www.turn.com/contact-sales to find out how we can help solve your digital marketing challenges.
Case Study | Retail: Real-Time Campaign Optimization Boosts Long-Term Marketing Results
700
600
500
400
300
200
100
0
Impressions Clicks
2013 2014
Actions Revenue ROAS
Campaign Metric Improvements (Normalized to 100)
287%
487%
64% 78%
-14%

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5_Case_Study_Retail_Insights_jewelry

  • 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.
  • 2. © 2015 Turn Inc. All rights reserved. Turn is a registered trademark of Turn Inc. Other trademarks are trademarks of their respective companies. All services are subject to change or discontinuance without notice. August 2015 2 Channels When the company’s marketers reviewed a Turn custom Campaign Performance by Device Type report, they discovered that their display ads achieved the highest click-through rate on mobile devices. With that in mind, they immediately adjusted the budget to add mobile inventory for the most popular types and sizes of creative accessed through mobile devices. Inventory The Advertiser Data Pixel report mapped the number of conversion beacons against unique users for a specified time period. This visualized report provided the marketers with immediate feedback about campaign effectiveness. The data was also fed into a custom Top Level Domain report that Turn analysts used to create a “whitelist” of top-performing publishers. Creative The demographic insights provided by the Audience Insights report allowed the marketers to fine-tune the creative design and messaging for the two target demographic groups. In addition, the marketers reviewed a custom Creative Performance report so they could evaluate the results of each creative in the campaign, including the ad’s size. They learned that the 300x600 ad unit had the best eCPC. However, they also found that the available inventory at that size would not give them enough reach, so they added the next-best performing sizes. Results: Real-Time Insights Drove Dramatic Campaign Improvements and Later Benefits Thanks to the deep, timely insights provided by the Turn Digital Hub, the retailer achieved outstanding campaign results. In addition, the company’s marketers were able to leverage these insights to increase the impact of follow-on activities well past the end of the campaign. • Revenue increased 78 percent over the previous year at about the same ROAS. There was a 487 percent increase in clicks and a 64 percent increase in actions. • Follow-on retargeting campaigns were scheduled to encourage an additional percentage of people who clicked on the ad to take action, which would further improve ROAS. These follow-on campaigns could be quickly planned and activated because the data was already centralized in the Turn Digital Hub. • A high-impact mobile apps channel was added to subsequent campaigns, based on the metrics of using the mobile web in the seasonal campaign. • The company refined messaging on the website as well as in email communications, based on audience skew information from the seasonal campaign. Real-time optimization produced dramatic increases in performance and revenues over the previous year’s campaign. The ROAS remained relatively flat even though the campaign budget almost doubled. Contact Us We’re eager to talk with you about your business requirements. Contact us at sales@turn.com to learn more. Or visit us at www.turn.com/contact-sales to find out how we can help solve your digital marketing challenges. Case Study | Retail: Real-Time Campaign Optimization Boosts Long-Term Marketing Results 700 600 500 400 300 200 100 0 Impressions Clicks 2013 2014 Actions Revenue ROAS Campaign Metric Improvements (Normalized to 100) 287% 487% 64% 78% -14%