CASE STUDY · 2019-12-24 · Unified, Inc. 0, All ights eserved 2 Overview As many marketers know, a brand has multiple audiences for various products. And, without accurate and detailed

International Auto Brand Used Unified’s Audience Intelligence To Enhance Facebook Targeting And Uncover Valuable Audiences Previously Unknown

CASE STUDY

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Overview

As many marketers know, a brand has multiple audiences for various products. And, without accurate and detailed insight into who these customer segments are, marketers are essentially building their strategies, creative and targeting blindfolded. So how can a brand reach the right audience with the right messaging at the right time? This was the question executives were asking themselves at an International Auto Brand, who had a hunch that a more comprehensive analysis of their customers was critical to achieving their goals moving forward. Working with Unified’s team of experts, The Auto Brand was able to use Unified’s Audience Intelligence dashboard to not only pull CRM and social audience data, but translate it into actionable insights.

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Approach

With the automotive industry so laser-focused on digital that they’re projected to spend upwards of$7B¹ on advertising this year, the need for more sophisticated tactics and uses of budget dollars ismore important than ever. In this case, The International Auto Brand was planning to introduce a new vehicle to consumers, and wanted to ensure that they received maximum awareness, video views and engagement for their big launch. The only way to do that while finding the best use of advertising budgets was to build more in-depth, robust segmentation that they could base campaign targeting and creative on. Unified’s Audience Intelligence employs 3 main features that were used to identify the most critical audiences for The Brand:

CHARACTERIZING CRM

Customers and potential customers who visit a brand’s website may differ slightly on Facebook. Therefore The Auto Brand analyzed CRM audiences via email address, Facebook ID, mobile ID, phone numbers, page likes or video views to determine important trends and affinities.

FINDING FACEBOOK AFFINITIES

Marketers were also able to translate thousands of data sets into over 40 uniquedimensions with just a few clicks of the mouse, including purchase habits, interests, technology and more.

PREDICTIVE TARGETING COSTS

Once audiences were confirmed, The Brand was then able to instantly deduce the costs associated with marketing to those targeting segments within the intelligence dashboard.

¹Us Digital Ad Spending Will Approach $60 Billion This Year, with Retailers Leading The Way By eMarketer

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Results

This brand was able to enhance their targeting and creative by uncovering actionable audience intelligence including:

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Conclusion

In order to truly move the dial on campaign performance, marketers must understand the channel specific attributes of their audience segments. In this case, The International Auto Brand was able to identify the right audiences, and then effortlessly implement these learnings in their campaigns by leveraging advanced intelligence and technology.

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About

Unified delivers technology and services to connect marketing data sets and optimize investments across the customer journey. Unified’s software empowers Fortune 500 companies and agencies to drive marketing success in the context of their business goals. The Unified platform transforms fragmented marketing data into actionable intelligence and real-time activation. Unified has offices in New York City, San Francisco, Los Angeles, and Chicago. For more information visit www.Unified.com.

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