Data-driven Creatives on Programmatic bring down acquisition costs by 25% for Indiabulls Dhani
Challenge
Dhani, a one-stop shop for all personal finance needs, provides all kind of loans directly to your bank account within minutes through a paperless procedure. The challenge was to capture the different nature of user behavior exhibited over weekends as compared to the weekdays. Acquisition costs over the weekend is much higher viz-a-viz weekdays owing to lower interaction rates. However, building multiple creatives is an expensive and time-consuming venture. The objective was to identify a quick, cost-effective way of making customized creatives for relevant audiences along with a tracking mechanism to measure performance.
Approach
After analysing performance of campaigns, the team at Merkle Sokrati developed a data-driven creative strategy for personalized communication with audiences.
An extensive seed analysis of conversions was carried out to understand the best performing audience personas from over 1000+ data points. Key triggers like Day of week, Interest buckets were identified to develop a data-driven strategy for creative messaging and presented to the Indiabulls team.
Programmatic platform allowed the team to create 20+ versions of creatives on the go and deploy using the precise Audience personas already developed. Creatives had audience specific communication that helped in building higher connect and in driving better performance metrics.
Results
Keys to success
- Audience Profiling and Segmentation with DV360
- Creatives and Deployment using Programatic Platform