CLIENT OBJECTIVE.

Experian are the world’s leading global information services company. They provide accurate financial data, credit reports and credit checks to people and organizations all over the world who are looking for better credit control. The client engaged The Exchange Lab to test a multi-platform approach as part of the wider marketing plan.

The primary campaign objective focused on customer acquisition with the emphasis on driving incremental sign-ups for credit check reports, targeting customers in specific demographic segments according to NRS social grades (demographic classification in the UK).

STRATEGY.

The game plan

Deep analysis of converting audiences allowed us to refine our optimization algorithms to target similar behavioral groups.

  • Employed prospecting strategies to ensure all last touch conversions were not attributed to the clients incumbent retargeting partner
  • By utilizing Proteus, our unifying programmatic platform, we were able to optimize the campaign using six different tactics across five different platforms
  • Effectively monetized social media by accessing inventory from several sources and demand side platforms

Proteus showed that the campaign focus needed to shift to target customers who actively manage their portfolio online rather than targeting strategies previously employed.

RESULTS.

The proof is in the pudding

Experian have continued using The Exchange Lab’s multi-platform approach to scale activity while maintaining performance.

  • Exceeded Experian’s expectations by 30%
  • Exceeded conversion targets during the first month

50%

Lower CPA at its peak

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INSIGHTS.

What we know

The insights delivered identified the highest converting audiences which all had similar things in common across each of the different segments:

  • Gender and salary band
  • Life stage and demographics

We found:

  •  Those with certain interests and specific hobbies were more likely to click and convert
  •  Specific interest related websites saw the highest increase in conversation

Client Testimonial

“Working with Google is like working with ITV. Working with The Exchange Lab’s multi-DSP strategy allows us access to additional inventory – it’s like working with ITV, Channel 4, Channel 5 and all the other channels”

- Phil Sweeney, Head of Marketing Channels, Experian

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