Traditional advertising campaign management is notoriously resource-intensive and expensive. Once live, campaign optimization is highly manual and speed-to-market drags due to complex forecasting and set-up. Brands frequently run hundreds of precisely targeted campaigns with strict demographic and geographic criteria. A large CPG company was tired of dealing with traditional campaign woes and decided to address this problem. The CPG company’s shopper marketing team partnered directly with DataXu in an attempt to realize substantial efficiency gains across all facets of its campaign management and optimization.
The DataXu Solution
DataXu’s platform provided the CPG company with the tools necessary to shift resources away from low-value campaign management tasks toward higher impact creative and strategic work. DataXu’s transparent pricing model also revealed the true costs of each campaign, which helped the team maximize campaign efficiency over time. Tools included:
- Zip code-level targeting
- Data and contextual targeting
- Frequency controls
By using DataXu’s programmatic marketing and analytics software, this CPG company was able to reduce campaign management costs by 66%, and improve its return on marketing investments by 18% overall. The CPG company was able to utilize the savings gained from using programmatic software to fund new innovation programs.
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