- Advised by their agency Sokrati & Google, Aditya Birla leveraged Google’s advanced measurement solution called MEASUREMENT PROTOCOL using which their offline data (CRM validated high quality leads) was integrated with Adwords (using Google Analytics api), providing system learnings and signals around high intent audience base.
- This offline data was set as a conversion action in Adwords helping algorithms getting deeper and more granular understanding of how each online click drives offline actions.
- Finally, this was coupled with Smart Display Campaigns to automatically target mid to lower funnel audience on the Display Network and generate cost effective quality leads.
“As our Life Insurance business grows YoY, we’re looking at incremental avenues to drive scale. At first, we were apprehensive for growing Display in our performance channel mix, but the results are very encouraging. Merkle Sokrati helped us implement Google’s Measurement Protocol to enhance the display lead quality. In addition to observing improved contact-rates at optimized CPL, display is significantly contributing towards influencing growth via direct channels.”
“We linked CRM dispositions into identifying highly qualified audience that allowed us to target niche-in-market users. These optimizations were then funnelled to Smart Display campaigns allowing us to target prospects at different parts of the funnels. The results speak for themselves and a 135% incremental verified leads is an amazing feat.”