Key to Success:
- A learning plan to confirm that the prioritized M1 audiences converted at a higher than average rate.
- M1 match rate with targeted display and social audiences created greater efficiency in program reach and frequency.
- Analysis of funnel metrics and match back media served to individuals that converted down funnel.
A major hospital system was facing a reduction in marketing budgets and needed to create a more efficient, targeted media plan to drive higher conversion rates. Segmentation work had recently been completed, but the team lacked the ability to implement it in a meaningful way.
Distinct audiences were created using the M1 platform and then aligned with the existing segmentation analysis. Next, these audiences were prioritized based on the client’s first-party data and its customers’ natural affinity for the brand. A learning plan was implemented to confirm that the prioritized M1 audiences converted at a higher- than-average rate. This created greater efficiency by allowing the multi-channel team to focus its tactical planning on solely the right target customers.
The offline media team also leveraged M1 insights to make decisions on network selection. Only those networks that were target segment rich were deemed more valuable to the brand and bought as upfronts versus direct response. Additional M1 insights identified which dayparts would perform the best. This approach to targeting customers that are more likely to convert was also implemented in display and social channels