New Study Shows that Prospecting Techniques can Increase Incremental Conversion Volume by Up to 147% on Top of Conversions from Offline Media-Driven Retargeting
BOSTON – March 8, 2012 – DataXu (www.dataxu.com), provider of the industry’s only fully-integrated enterprise digital marketing management (DMM) platform, today released its latest MarketPulse report that examines the effects of online Prospecting techniques when used in concert with retargeting to increase conversion volume. The report analyzed data from digital marketing campaigns across the automotive, telecom, consumer services, and financial services verticals.
Advertisers today are faced with the challenge of finding new customers to grow their businesses. Retargeting (showing an ad to a consumer who has already visited a brand’s website or taken an action) is a popular and effective technique for turning browsers into buyers. However, retargeting campaigns typically don’t scale as they are inherently limited by the number of people who visit an advertiser’s website, ignoring a broad universe of untapped potential customers. One way to identify those untapped consumers is through prospecting – strategic techniques that discover pockets of dynamic demand.
DataXu’s Advanced Analytics Group (AAG) worked with several advertisers in the automotive, telecom, consumer services, and financial services markets to study the actions of the consumers who converted. The AAG segmented consumers into two groups: 1) those retargeted due to offline media such as television, and 2) those first discovered by online prospecting and later converted by retargeting. The team then measured the number of incremental conversions driven by prospecting.
The results demonstrate that advertisers looking for incremental sales can create more leads with online prospecting, and close these leads through retargeting. Additionally, the greater quantity of leads generated by prospecting reduces the pressure on advertisers to fight for every retargeting impression and potentially overpay for media.
“As the overwhelmed salesmen of the cult classic Glengarry Glen Ross contend, it’s all about having ‘the good leads,’” said Sandro Catanzaro, SVP of Analytics and Innovation and leader of the AAG at DataXu. “DataXu’s prospecting techniques identify a high volume of potential customers – ‘good leads’ – and introduce them to a brand. Retargeting works in tandem with prospecting, providing these consumers with the subtle push they need to complete a purchase.”
DataXu, headquartered in Boston, Massachusetts, provides the leading real-time bidding platform for online display advertisers. This powerful technology improves digital campaign performance and delivers unique insights to advertisers. DataXu’s executive team unites leading executives in digital media with MIT technologists. The private company is backed by Atlas Venture, Flybridge Capital Partners, and Menlo Ventures. For more information visit www.dataxu.com or follow us on Twitter at @dataxu.