Advance America

A Holistic View of Marketing CASE STUDY

Erwin Penland Looks to Attract More Customers for Advance America Erwin Penland recognized that while Advance America’s display and search advertising activities were successful, it was important to find ways to attract more customers while lowering customer acquisition costs. This meant identifying ways to drive down the cost per conversion and attract as many new clients as possible without raising the budget. Erwin Penland and Advance America needed to find ways to do so successfully, while simultaneously optimizing investments across channels.

Limitations of Existing Tools

BACKGROUND Erwin Penland is a fastgrowing advertising firm that set out to turn the traditional agency model on its head. One of its key accounts is financial services firm Advance America – a leading payday loans provider and successful publicly traded company.

Historically, Erwin Penland leveraged the analytics tools available from its ad server to help Advance America refine display and search investments. But those tools had limited capabilities and could only provide conversion data based on last click or last event. This approach was ineffective in helping Erwin Penland optimize Advance America’s campaigns because it was unable to evaluate the complex and sequential relationships different campaigns and channels can have on driving conversions. Erwin Penland realized it needed a more sophisticated system to help Advance America achieve its new online marketing goals.

Tapping Attribution and Ad Verification In keeping with its promise to go above and beyond for its clients, Erwin Penland turned to Adometry – one of the leading Marketing Performance Management Suites with advanced attribution and ad verification technology. Together, the Adometry offerings help brands optimize their investments in cross-channel online marketing. Erwin Penland sought help from Adometry in identifying better ways to allocate and optimize Advance America’s investments in display and search.

PRODUCTS AND SERVICES USED

First Adometry leveraged its ad verification solution – which allows brands to monitor their campaign’s viewability, including page location, as well as user-level visibility.

• Adometry Attribution • Adometry Ad Verification • Adometry Optimization

Adometry then deployed its data-driven attribution and optimization solution – which is specifically designed to help brands determine how to best invest their advertising dollars across channels and identify where they can optimize spend and improve conversions.

“Adometry’s attribution solutions were able to quickly and accurately deliver significant improvements for our client’s online marketing campaigns. By reducing waste and helping us to optimize our cross channel programs, we delivered 19 percent more conversions and lowered the overall cost per conversion by 27 percent.” – Melissa Edwards, Associate Media Director Erwin Penland

Impact on Advance America’s Results Within three months, Erwin Penland was able to use the Adometry to achieve the following success: • Eliminate ads being placed on brand-damaging sites; • Identify the right geographies and audience segments, and reduce media buy overlaps. • Frequency cap based on Adometry fractional attribution results, and • Optimize budgets across different buys, and improve overall eCPA by 14-20% for each of the three months following the implementation.

Optimization Recommendations Implemented from 11/1/2011 Frequency Capping Recommendations Implemented from 12/8/2011 18

$31.00

16

$29.00

eCPA

14

$27.00

12

$25.00

10

$23.00

8

$21.00

6

$19.00

4

$17.00

2

$15.00

Sept ‘11

Oct ‘11

Nov‘11

Dec‘11

Jan ‘12

Conversions (thousands)

0

Month/Year Total Conversions Overll eCPA

As a result, Erwin Penland was able to deliver 19 percent more conversions for Advance America while maintaining the same budget. In addition, the agency lowered Advance America’s overall cost per conversion by 27 percent. By having a holistic view of marketing across channels, they can continue driving success.

Next Steps To learn more about Adometry’s Marketing Performance Management Suite, please drop us a line at [email protected] or visit www.adometry.com.

About Adometry by Google™

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Adometry by Google transforms the way the world’s top brands improve marketing performance. Acting as marketing’s “system of record,” Adometry solves the complex challenge of integrating, measuring, and optimizing marketing performance across all channels—both online and offline. Combining and interpreting previously silo’d sources of data; the Adometry Marketing Performance Management Suite provides data-driven attribution, modern marketing mix modeling, and intelligent optimization recommendations across and within channels. As a result, marketers are able to identify their true impact on the customer journey and generate actionable insights that improve ROI.

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