Campaign for Investors
on the Edge
multi-touch attribution and
conversion rate optimization
higher conversion rate
We began by modeling their highest-value customers to determine the ideal audiences to target, creating a media plan equal parts strategic and evolutionary in nature. Then, we bookended these efforts with refreshed creative to support new messaging and CTAs, as well as the expansion of content from static-only to video and dynamic units. All of these improvements were layered on rapidly yet iteratively to ensure we understood which new tactics drove the most profound results.
Meanwhile, we modeled the entirety of their first-party data, enriched by third-party data, in order to prioritize and size prospect segments. DRUM diagnosed the expected media consumption and resulting consumer journeys of each segment — revealing a much more diverse ecosystem of touchpoints than just Google and Facebook. We also conducted in-depth interviews of prospects to understand which aspect of their exchange — beyond binary options — was most compelling.
Then, in order to prioritize investments, messages and audiences, DRUM used multi-touch attribution and conversion rate optimization tactics — which allowed us to weight and optimize according to the contribution of all marketing efforts and onsite touchpoints. We also created and established a source of truth that paired lifetime value with acquisition cost to create a richer readout of success. And even though DRUM accomplished all of this in less than four months, the results have yielded consistent growth that only continues to scale with each coming month.