Case Study - Erwin Penland

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Case Study - Erwin Penland

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Erwin Penland recognized that while Advance America’s display and search ...

Erwin Penland recognized that while Advance America’s display and search
advertising activities were successful, it was important to find ways to attract more customers while lowering customer acquisition costs. This meant identifying ways to drive down the cost per conversion and attract as many new clients as possible without raising the budget. Erwin Penland and Advance America needed to find ways
to do so successfully, and simultaneously optimize investments across channels.

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  • 1. Advertising Firm A Leader in Forrester’s Interactive AttributionCASE STUDY Wave™ 2Q 2012Erwin Penland Looksto Attract More Customersfor Advance America Erwin Penland recognized that while Advance America’s display and searchABOUT ERWIN PENLAND advertising activities were successful, it was important to find ways to attract more customers while lowering customer acquisition costs. This meant identifying waysErwin Penland is a fast-growing to drive down the cost per conversion and attract as many new clients as possibleadvertising firm that set out to turn the without raising the budget. Erwin Penland and Advance America needed to find waystraditional agency model on its head. to do so successfully, and simultaneously optimize investments across channels.Company founders Joe and GretchenErwin, later joined by partner Allen Limitations of Existing Ad Server Analytics ToolsBosworth, established the firm to give Historically, Erwin Penland leveraged the analytics tools available from its ad serverbrands a fresh and collaborative way to to help Advance America refine display and search investments. But those tools hadthink about advertising. limited capabilities and could only provide conversion data based on last click or last event. This approach was ineffective in helping Erwin Penland optimize AdvanceFor the past 26 years the company America’s campaigns because it was unable to evaluate the complex and sequentialhas serviced top brands like Verizon, relationships different campaigns and channels can have on driving conversions.BMW, Michelin, Denny’s, A.T. Cross Erwin Penland realized it needed a more advanced system to help Advance Americaand Lockheed Martin. One of its key achieve its new online marketing goals.accounts is financial services firmAdvance America – a leading payday Tapping Attribution and Ad Verification to Improve Onlineloans provider and successful publicly Campaignstraded company. Erwin Penland provides In keeping with its promise to go above and beyond for its clients, Erwin Penlandnot only creative services to Advance turned to Adometry® – one of the industry leaders in online ad analytics, advancedAmerica but also runs and oversees the attribution and ad verification technology. Together, the Adometry offerings helpcompany’s online marketing initiatives, brands optimize their investments in cross-channel online marketing.including investment in online searchand display advertising. Erwin Penland sought help from Adometry in identifying better ways to allocate and optimize Advance America’s investments in display and search.
  • 2. First Adometry leveraged its Adometry Validate solution – thecompany’s industry-leading ad verification offering. Validate allows Optimization Recommendations Implemented from 11/1/2011 Frequency Capping Recommendations Implemented from 12/8/2011brands to monitor their campaign’s viewability, including page 18 $31.00location, as well as user-level visibility. $29.00 16 14 $27.00 12 $25.00 10Adometry then deployed its advanced attribution and optimization eCPA $23.00 Conversions 8 (thousands)solution – Adometry Attribute. The offering is specifically designed $21.00 6 $19.00 4to help brands determine how to best invest their advertising $17.00 2dollars across channels and identify where they can optimize $15.00 Sept ‘11 Oct ‘11 Nov‘11 Dec‘11 Jan ‘12 0spend and improve conversions. Month/Year Total Conversions Overll eCPAImpact on Advance America’sAdvertising ResultsWithin three months, Erwin Penland was able to use the Adometrysolutions to achieve the following success: “Adometry’s Attribution and Ad Analytics Solutions were able to quicklyUsing Adometry Validate, Erwin Penland was able to and accurately deliver significant• Eliminate ads being placed on brand-damaging sites;• Optimize their campaigns to identify the right geographies and improvements for our client’s online audience segments, and reduce media buy overlaps. marketing campaigns,” said Melissa Edwards, Associate Media Director forUsing Adometry Attribute, Erwin Penland implemented Erwin Penland. “By reducing waste and• Frequency capping recommendations that are based on Adometry fractional attribution results, and helping us to optimize our cross channel• Optimization recommendations on budget re-allocation across programs, we delivered 19 percent more different buys, and improved overall eCPA by 14-20% for each of conversions and lowered the overall cost ” the three months following the implementation. per conversion by 27 percent.As a result, Erwin Penland was able to deliver 19 percent moreconversions for Advance America while maintaining the samebudget. In addition, the agency lowered Advance America’s overallcost per conversion by 27 percent. ADOMETRY PRODUCTS AND SERVICES USED • Adometry Attribute™ • Adometry Validate™ About Adometry Adometry, Inc. provides cross-channel attribution intelligence, plus auditing and scoring metrics, to optimize results for the world’s leading online advertisers, publishers, and ad networks. Through its SaaS-based advanced analytics, Adometry processes and analyzes tens-of-billions of impressions and advertising transactions per month to identifyAdometry, Inc. the true consumer purchase-decision journey and to maximize marketing ROI. Adometry combines a scientifically4301 Westbank Dr. proven methodology with a flexible and easy to implement solution to generate results in as little as two weeks.Building A, Ste. 100 Headquartered in Austin, Texas, Adometry is privately held and backed by Sierra Ventures, Austin Ventures, ShastaAustin, TX 78746 Ventures and Stanford University. For more information, visit www.adometry.com.1-866-512-5425 Copyright 2012. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute, Adometry Validate, and TagScan areinfo@adometry.com trademarks of Adometry, Inc. All Rights Reserved. 0512