You should know by now that a people-centric approach to digital marketing is essential, from accurately recognizing your consumers to accruing knowledge of them in one view to delivering perfectly relevant ads.
It’s equally essential during the fourth leg of a campaign’s journey: measurement.
Need help in this area? You’re not alone. The IAB has found that nearly half (48.9%) of marketers will focus on better reporting, measurement or attribution this year, along with two other topics: cross-device recognition (69.6%) and more sophisticated targeting (52.2%).
Conversant solves all of these at once by keeping the consumer at the center of all our efforts, including measurement. This allows our clients to:
This is far more effective than centering measurement around clicks. Many clicks are accidental or fraudulent, and they don’t allow marketers to view activity across devices and channels. By keeping people at the center, no activity is lost, and you can have accurate, person-level insights to build and optimize from.
It’s how we achieved an average 11:1 incremental return on ad spend for our clients last quarter. In other words, for every dollar invested in us, we earned our clients $11, driving measureable incremental revenue within online channels and offline.
Here are two examples of how we achieved it:
Incremental Sales Lift – Offline List Activation
A school-supply store wanted to reach its direct-mail customers on digital. We activated their offline list and reached those consumers online with personalized messages. Via test-and-control, we counted all conversions, both online (across devices) and offline, measuring a 48% incremental lift.
Incremental Sales Lift – New & Return Customers
Cabela’s, the outdoor retailer, wanted to reach existing customers as well as new outdoor enthusiasts. We accurately targeted their customers online, and based on our extensive anonymized profiles, we found millions of lookalikes. Via test-and-control, we measured a 29% increase in incremental revenue.
Want a measurement success story of your own? Get in touch to get your campaign started.
Contact us to discuss the best way for your brand to take advantage of Conversant.