Boosting High-Quality Inquiry Volume

DMS Success Story:

The Use of Targeted Display to Lift Cross-Channel Inquiry Generation Efforts

Background

A regional brand wanted to boost their customer acquisition volume without the typical waste that comes from an overall increase in an inquiry generation budget.

Challenge

Digital Media Solutions (DMS) was challenged with developing a customized, targeted display campaign that identified and reached consumers that “looked like” existing customers with the intention of boosting inquiry volume from that group and establishing the means to track the attribution of these efforts.

DMS Solution

Defining the target audience: The DMS team segmented the brand’s existing inquiry database to find the inquiry groups that were most likely to become customers. The segments that were identified had an average conversion rate of 4.20% compared to the brand’s overall average 3.78% conversion rate—representing a lift of 11.09%. DMS then worked with a third-party data management platform (DMP), indexing attribute data points to identify people who matched the profiles of those who had previously become customers.
Reaching the target audience: The defined target audience was matched against the tracking cookies of a third party. Display ads were then presented to half of the target group (test group A) and were not presented to the other half of the group (test group B).
Analyzing the campaign performance: All inquiry and conversion data, including sources, was stored within Sparkroom performance marketing technology. Through a manual offline process, this data was compared to the media buying and distribution data to match conversions to the initial audience cookie pool.

Results

Three months after campaign launch, the brand's inquiry data was analyzed against the third-party targeting data and a clear lift in inquiry volume was seen for test group A (the group that saw the display ads).

Inquiries from test group A: 2,241
Inquiries from test group B: 1,691

The 32.53% inquiry rate lift for test group A proved the success of using targeted display to create a lift in the volume of desirable, high-quality inquiries that have an increased likelihood of converting.

Do you need to increase your lead volume with high-quality, high-intent prospects? Team DMS can help. Contact us today.

About the Author

Founded by a team of lifelong athletes, Digital Media SolutionsTM (DMS), the fastest-growing independent digital performance marketing company. The company’s set of proprietary assets and capabilities in the world of performance marketing and marketing technology allow clients to meticulously target and acquire the right customers. DMS relentlessly pursues flawless execution for top brands within highly complex and competitive industries including mortgage, education, insurance, consumer brands, careers and automotive.
Follow on Twitter Follow on Linkedin Visit Website More Content by Digital Media Solutions

Maximizing an Already Efficient Campaign

We're never satisfied with status quo. Typical actions, like PPC optimizations, were no longer significantl...

Pushing Paid Search to Its Limits

Challenge: Push paid search performance to surpass prior year's results, even as overall paid search click ...

DMS Best Practices & Case Studies

It’s your journey. Visualize your victory.

Boosting High-Quality Inquiry Volume

DMS Success Story:

The Use of Targeted Display to Lift Cross-Channel Inquiry Generation Efforts

Background

Challenge

DMS Solution

Results

About the Author

Previous Article

Next Article

Boosting High-Quality Inquiry Volume

DMS Success Story:

The Use of Targeted Display to Lift Cross-Channel Inquiry Generation Efforts

Background

Challenge

DMS Solution

Results

About the Author

Previous Article

Next Article

Other content in this Stream

DMS optimized campaign data sources to to drive high-intent leads to meet a large client’s volume and performance goals.

DMS Digital Agency leveraged a multi-channel media mix to drive high-intent leads to meet a large client’s volume and performance goals.

DMS Success Story: Applying SEO Best Practices to Boost High-Quality Traffic and Conversion Rates

A leader in online healthcare education was diversifying their media mix to test innovative marketing tactics.

Setting Up for Rapid Admissions Growth with Implementation of Technology for Lead Management, Marketing Automation and Campaign Analysis

To ensure generation of only the inquiries with the highest propensity to convert, DMS made strategic zip code cuts, based on conversion performance, for both pay-per-inquiry & pay-per-click campaigns

DMS addressed the impacts on organic search from the Google Penguin algorithm update

Challenge: Lower the brand's cost per conversion while cleaning up the incoming lead flow. Solution: Lead scoring.

Challenge: Digital Media Solutions (DMS) needed to boost high-quality volume for specific programs without negatively impacting the rest of the enrollment marketing campaign.

The DMS team analyzed school data combined with customized, audience-specific third-party data and overlaid DMS industry data to create a customized, strategic marketing plan for the school.

Challenge: Develop a scoring system to predict customer intent. Results: More rejected inquiries. Higher conversion rate. Decreased cost per enrollment.

Challenge:Re-engage unconverted leads to drive new conversions while keeping the cost per conversion below goal. Solution: Email re-engagement

Challenge: Adjust the marketing campaign to push volume for the growing, hands-on program without increasing the cost per inquiry (CPI) or impacting the start rate of other programs.

Immediately and inexpensively reduce the scrub rate while boosting the transfer rate, without making optimizations that might compromise the longer-term campaign strategy.

We're never satisfied with status quo. Typical actions, like PPC optimizations, were no longer significantly moving the needle, so we had to try something else - something low cost and scalable

Challenge: Push paid search performance to surpass prior year's results, even as overall paid search click prices were on the rise

Challenge: Maintain the volume of applications received while increasing the application rate to push down the overall cost per application (CPA)

Challenge: generate a steady stream of highly engaged prenatal, first-time mothers, ages 21-40, within a defined geographic area and with data that included birth dates

Challenge: replace outdated, inactive newsletter subscribers with highly engaged consumers interested in receiving and learning more about hot travel deals

An effective call center culture heightens performance, improves compliance, enhances engagement and increases loyalty. Here are ten tips to help cultivate the culture of success.