The
following are some of the long-standing issues that plague marketers: How to
optimize different media channels simultaneously? How to devise a media plan
based on consumer behavior? How to set and control advertising frequency? How
to develop and implement optimal media planning based on big data and
algorithms rather than experience and assumptions? Ultimately, how to
dramatically improve media efficiency to attract more potential consumers?
For
a vitamin brand that was facing the issues above, Illuminera suggested that the
brand should establish a digital solution based on Alibaba’s data bank; it’s an
approach to better optimize the efficiency of media communication and create a
winning strategy.
Testing out the
Best Strategy
To
gain an in-depth consumer insight, the project started with taking up careful
research. Illuminera involved the data bank’s AIPL system to measure the
progress of consumer acquisition; moreover, the team studied the influence of
different channels exerted on the final conversion. The ultimate goal was to
find the most economical way to increase conversion rates.
At
the same time, to find out which medium works best, Illuminera conducted
multiple A/B tests with ad placement to experiment with different campaign
elements. The results show that, with appropriate TA selection, successful
retargeting and frequency management, the efficiency of banner advertisements
in consumer acquisition can be approved by over 80%.
By
applying this digital solution, Illuminera helped the brand forecast potential
customers who would be attracted by any assumed communication medium, and found
the optimal media strategy among all possibilities.
