Wednesday, October 8, 2014
This post is part of the with DoubleClick series, highlighting stories and perspectives from industry leaders about how they are succeeding with an integrated digital marketing platform.
A leading health care firm turned to Media Partnership, an Interpublic Group media agency, to help them increase online health insurance applications, and better understand where to invest its digital marketing dollars. Media Partnership was already using the DoubleClick Digital Marketing platform to reach prospective customers with relevant messages across search and display.
In order to make the best decisions about how to allocate budget, the team needed to understand the path of exposure across channels that led to a conversion. They began using DoubleClick attribution tools, like the Path to Conversion report. Greg Young, media strategy supervisor at Media Partnership, said, "It gave us very interesting insights into the consumer journey and allowed us to develop an understanding of how certain vendors or media executions affected the end conversion."
This understanding helped the team move beyond last-click attribution, which gives all of the credit for a conversion to the last click before a conversion occurs. The team then began experimenting with the Attribution Modeling Tool to build custom models. They defined exactly how they wanted to apply different credits to different interactions, analyzed the implication on channel performance, and reallocated budget.
Just three months after beginning to adjust spend and media tactics based on their attribution analysis, the team doubled the conversion rate for the campaign, resulting in many more online health insurance applications. At the same time, they were able to drive down overall CPA by 25%.
To learn more about the team's approach and results, check out the full case study here.