We targeted consumers exposed to Sprint advertising with a survey and used ENGINE Connect to combine primary survey data (current carrier, mobile preferences, etc) with respondents’ online behavioral data (ad exposure, subsequent search tracking, etc.).
Through deep analysis we identified bespoke customer segments that were further segmented by their projected actions; 1) Mid-Funnel outcomes regarding socializing and 2) Lower-Funnel outcomes related to search and conversion.
We then implemented a new, optimized go-to-market advertising plan driven by behave-alike models for each of the segments, including optimized media plans based on consumers’ digital behavior.
increase in ROI