Maximising durable Marketing performance
- sarahfoss8
- Apr 3
- 2 min read
CASE STUDY: Automotive
PRODUCTS: Dragonfly-Connect (DCR) | BigQuery | Analytics Hub | Ads Data Hub | SA360 | DV360
The Challenge
Our global automotive client aimed to boost online market share and sales revenue amidst a highly competitive digital environment. They also sought to safeguard against reduced access to 1PD and limited tracking and targeting capabilities, which jeopardised the effectiveness of their digital media strategies.
The Goals
To enriched consumer insights, targeting and activation by establishing a secure data platform for both internal and external data collaboration.
Advance the client's 1PD capabilities by applying AI to enhance personalisation & enable consumer-centric media bidding decisions.
The Solution
By integrating Cloud and Ads capabilities with privacy-centric technologies, we increased visibility into customers and prospects’ behaviour. This revolutionised the understanding of how purchasers engage with digital content that exists beyond the client's websites, creating an holistic view of online behaviours across their digital ecosystem.
To achieve this, we leveraged Dragonfly-Connect, our customisable data clean room (DCR) solution to drive Marketing effectiveness through two business use cases:
1. Enhanced Value-Based Bidding (VBB):
• Analysed website actions linked to sales revenue
• Used insights to recalibrate media bidding algorithms
KPI: Incremental high-value website actions
2. Predictive Audience Value:
• Evaluated user behaviour for high-value actions
• Modelled predictive value and targeted leads based on profiles
KPI: Incremental lead volume from high propensity audiences
The infrastructure we built enabled user matching and modelling for privacy-compliant data flows.
This work reduced data silos, improved targeting and measurement capabilities, and provided deeper insights for a comprehensive understanding of the clients’ customers.
The Results
-7% | +71% | +7% | +23% |
Cost per Qualified Lead | Increase in Online Sales | Qualified Leads | Uplift in ROAS |