Case study: Personalised cross-platform retargeting sees 200% uplift

Pippa Chambers
By Pippa Chambers | 28 November 2014

Yatango and AdRoll partner up to personalise messaging to help nurture the relationship between customers and brands and drive customer acquisition.

The challenge:

Technology startup Yatango, which aims to disrupt the telecommunications and e-commerce industries by aligning its product and service offerings around customer satisfaction and community, has been on a quest to drive customer acquisition.

It understood the importance of personalised messaging to help nurture the relationship between customers and brands and decided to work with retargeting platform AdRoll on the challenge at hand.

Yatango’s head of marketing, Mark Taylor, said: “Individuals who have already been to your website are showing fairly high intent to buy. By retargeting them with ads specific to their interests, you are more likely to gain them as a customer and are even able to nurture your ongoing relationship with them after they purchase.”

He said retargeting was a key part of ensuring the company wasn't losing customers, by gicing just a bit of additional information or encouragement.

The strategy:

The Yatango team worked with AdRoll on customer acquisition campaigns across Facebook News Feed and web inventory.

As a growing business with limited budgets for advertising, Yatango said it recognised the importance of delivering the right message to the right person at the right time. It needed to segment its audience, based on the product and category pages that each individual had viewed on its website, and serve that shopper relevant creative.

AdRoll helped Yatango simplify its digital advertising program by allowing it to set up audience segments and then execute campaigns across multiple display networks and exchanges, including Facebook. The AdRoll platform also allowed Yatango to centrally upload various adverts and manage targeted campaigns in the same place.

Yatango used AdRoll’s interface for reporting and campaign insights. When discussing the Campaign Performance Snapshot feature, Taylor said the Snapshot provided Yatango with “most of what you would want to see as soon as you sign into your account”.

“If you need more information, you can export more detailed data into a spreadsheet for further analysis. Being acquisition and performance-focused, it’s great to see our key metrics there, as we can optimise if need be to hit our CPA targets.”

The results:

Yatango recognised that because competitive carriers often lock customers into long-term contracts, Yatango had a potentially lengthy consideration period in which to drive brand awareness and engagement.

Taylor said retargeting played an important part in helping it message its value proposition and develop a strong relationship with potential customers.

Yatango used the AdRoll platform to serve personalised adverts after customers had browsed specific pages on its website. By specifically targeting audience segments ready to buy pre-paid data-only mobile packages, Yatango saw a 200% uplift in sign-ups.

From May to June 2014 its ROI increased by 5.9x, it achieved a 33% lower CPA than the CPA goal across Facebook and web and saw a 49% higher CTC rate than industry benchmark.

As 80% of consumers say that the last online ad they saw wasn't relevant to them, Yatango is now looking at delving into more eye-catching, dynamic personalised ads to see what impact these can now have, on top of its retargeting plans.

For more news:

Google and Facebook join forces with retargeting deal
Shazam ramps up retargeting and eyes cinema
Twitter Snaps up TapCommerce to drive mobile ads

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