Business Challenge:A consumer environmental services client was spending a great deal on mass media advertising and experiencing relatively high cost per unit (CPU). The client wanted to increase their marketing efficiency while gaining customers.
Solution: handshake provided behavioral targeting services and campaign support. Post-campaign analysis showed that those zip codes with the lowest CPU had a higher percent of behaviorally-based "Key" target households. The result was over 3X marketing efficiency improvement in the behavioral target concentrated markets.
Results: Markets with higher concentrations of brand behavioral targets performed at 314% lower cost per unit sold and had more units sold than markets with lower target concentrations.
Learning: By focusing marketing dollars on those market areas with the highest concentrations of targets most likely to respond, mass media expenditures can be significantly optimized.