The client is one of the leading conglomerates in communication industry with presence in 9 countries and over 3,000 employees.One of their main business revenue is daily operations of digital campaigns on their platform for their clients.

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Problem Statement

Client has been running numerous digital campaigns on their platform with broad targeting which leads to low digital campaign performance with high budget spending, thereby limiting their ability to optimise digital campaign performance.

Strategy

ADA’s XACT segmentation allowed refined targeting approach which requires only small digital advertising budget spending (e.g. 5%) for client to test which of the cluster is the ideal target group from the broad audience in running digital campaign. The ideal cluster was crafted based on XACT attributes of interest or affluence level derived from ADA’s proprietary modelling :

·      Affluence Targeting - High /Mid / Low affluence group

·      Interest Targeting - Wealth Manager, Social Butterflies, Health Fanatics, Gamers, Entertainment Junkies, Budget Managers, Workout Warriors, Bookworm, Creative Crowd, Phone Enthusiast,etc.

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