Increasing Mobile App Installs using Programmatic Advertising – A Case-Study
Datawrkz Team Published
Ask any marketer about the biggest challenge in their line of work and the chances are, 4 out of 5 times, you’ll get an answer related to attribution. Attribution Paradox is defined by the inefficiency in the existing marketing systems to precisely determine which marketing channels work for them. There are many attribution models out there that eliminate any need for guesswork in marketing planning and strategizing, but the bigger question still remains – have all the marketing channels been equally responsible for the conversions?
With Programmatic bringing in new channels to the fold, we are being constantly pushed to think outside the box and to get a complete understanding of the effectiveness of the various marketing channels and tactics that bring in the conversions. Here is an example of how Datawrkz was able to resolve the dilemma presented by our client Dreambox Creations, a multi-unit restaurant’s agency-partner. They approached Datawrkz with a request to execute a marketing campaign for one of their clients that required us to have a precise attribution system in place.
End Client: One of the largest Quick Service Restaurant (QSR) chains headquartered in the western coast of the United States. Founded over half a century ago, they are present in over 200 locations across the country.
Requirement: Increase Mobile App installs amongst the relevant audience at the lowest cost per download
The first challenge was to reduce the Cost per Action (CPA) and increase App installs. Although CPA reduction was a direct ask from the client, the real challenge was Conversion Attribution. It wasn’t easy to attribute conversions (App installs) to the correct Programmatic campaign, especially without the help of a third-party attribution platform.
App Install ads run on Google and Facebook are the most popular campaigns amongst marketers and agencies. Datawrkz took a slightly different approach by complementing the Google and Facebook App Install campaigns with our in-house Programmatic expertise to leverage the client’s first-party data such as e-mail subscription base, online customer database, social media followers, CRM database, etc. We looked to reduce media wastage by creating relevant advertisements for different target segments in consultation with our agency partner.
We started by integrating the client’s first-party data obtained from email subscriptions, their online customer base, social media audience, CRM database and other online and offline sources with our in-house Customer Data Platform, Vizibl CDP. With this, we were able to create highly targeted, individual audience segments based on their demographic data, past orders, social media engagements, email engagements, and their recent online behavior. We then created and customized relevant advertisements in consultation with Dreambox Creations, for these individual customer segments.
In order to ensure that the campaigns were highly optimized, we performed A/B testing between messages on the creatives to identify which resonated more with the audiences. This also allowed us to keep track of the marketing spend and ensure that the client got their money’s worth. Leveraging Programmatic helped us improve the reach beyond the traditional Google/ Facebook App-install campaigns. By using third-party data in addition to the available first-party data, we were also able to enhance targeting options and reduce the media buying wastage. Thus, with the help of precise Programmatic targeting and retargeting campaigns, we were able to increase conversions and at the same time reduce the CPA.
With the help of Vizibl CDP, we were able to get a complete understanding of a user’s journey through the sales funnel – from awareness to mobile App installs by tracking each ad campaign’s impression-level data and overlaying this data with the device-level data of the users. This allowed us to not only attribute each App installation to the corresponding digital campaign but also allowed us to map the action (App installs) to each ad creative that the user was exposed to. These granular insights allowed us to address the issue of conversion attribution, as required by the client.
Finally, through a continuous process of campaign optimization and refining the ad-spends, we targeted to achieve a lower CPA for verified App downloads.
With Vizibl CDP helping us create precise and targeted customer segments, running targeting and retargeting campaigns as well as precisely attributing the App downloads became easy. We were able to see a ten-fold increase in the number of App downloads during the campaign-execution phase vis-a-vis the pre-campaign phase with the budget remaining constant.
Programmatic, combined with A/B testing, allowed us to scale the campaigns and increase the App-Installs by 10x.