Dobbin & Gronade is a partnership of Mathematicians 
& Data Scientists working with CMO’s to increase campaign 
effectiveness & reduce costs. This Case Study describes how Decision Sciences were used to cost-effectively launch a movie into a new geography.

1. Buy-ready audience
up 1400%.
Cost per click
down 98.4%.
Learn how our Marketing Decision Scientists delivered
a quantum leap in effectiveness for Dance Academy’s
movie launch into the Australian market.
Case Study /
Dance Academy The Movie
Dobbin & Gronade /
Marketing Decision Scientists

2. The Challenge
Dance Academy wanted to know
exactly who to target in order
to achieve the best possible
results within the constraints of
their marketing budget.
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie

3. Common Brands
Similar Interests
Common Celebrity Fans
Common Music Tastes
Common Favourite Movies
The Strategy
DNA Analysis
80,000 fans were analysed and
clustered by their common interests
— what we call Digital DNA.
Using Forced Directed Network
Graphing, we visualised the results
to enable easy interpretation by
various stakeholders.
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie

4. 80,000
80,000
1,200,000
Original
Audience
Buy-ready audience
with same DNA
The Hypothesis
Reach Mapping
We then used reach-identification
algorithms to identify the number of
Australians with similar ‘DNA’ profiles.
This returned a set of 1.2 million
Australians who, with high probability,
were identified as the buy-ready audience.
Thus, a 1,400% expansion of the primary
target market was hypothesised.
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie

5. The Experiment
Analysis & Iteration
Multiple combinations and
permutations of ads and landing
pages were tested, refined and
analysed during a four week sprint.
This was to validate the hypothesis
as well as to determine the optimal
campaign messaging.
Facebook Ad (A) Facebook Ad (B)
Landing Page (A) Landing Page (B)
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie

6. The Results
Due to the ability to fine-tune
the messaging to the ‘DNA’ of the
target audience, significant
cut-through was achieved.
We were able to reduce the cost of
Facebook ads from $0.61 per click
down to just $0.01 — the minimum
possible cost.
80,000
1.2 million
Target Audience increased 1,400%
$0.61
$0.01
CPC reduced 98.4%
Final CPC
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie

7. CPC
0
0.175
0.35
0.525
0.7
Iteration Week
1 2 3 4
$0.61
$0.16
$0.05
$0.01
The Results
For graph lovers
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie

8. About us
Dobbin & Gronade is a partnership of Mathematicians
& Data Scientists working with CMO’s to increase campaign
effectiveness & reduce costs.
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie

9. Our Mission
Our mission is to take marketing
where it’s never been before.
Working with your existing creative
& media teams, our decision scientists
will eliminate all guesswork, minimise
campaign expenditure and maximise
results.
Together, we’ll help you launch the
most effective marketing campaigns
on the planet.
“Creativity is intelligence having fun”
Albert Einstein. Our Hero.
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie

10. How we do it
We use our skills in mathematics,
statistics, data science,
programming, artificial intelligence,
growth engineering and marketing
science to identify:
1. The Digital DNA of existing audiences: the exact
ingredients which identify those most likely to
respond to your messaging
2. The precise advertising variants that appeal most
to the target audiences
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie

11. Next Steps
Whatever your best campaign
results are, we can demonstrate
first hand the unique ability of our
Marketing Decision Scientists
to blow those results away.
To discuss further contact John Dobbin:
Mobile: +(61) 409 395 618
Email: john@johndobbin.com.au
Skype: john-dobbin
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie

12. Thank you.
Dobbin & Gronade /
Marketing Decision Scientists
Case Study /
Dance Academy The Movie
You know the drill:
All ideas are subject to copyright and remain the intellectual
property of Dobbin & Gronade.