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#RampUp17: Case Study: How Audience Expansion with Predictive Scoring Delivered Incremental Revenues


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Dave Oliveira, Chief Revenue Officer, TruSignal
Brian Slitt, Chief Revenue Officer, NinthDecimal

Published in: Marketing
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#RampUp17: Case Study: How Audience Expansion with Predictive Scoring Delivered Incremental Revenues

  1. 1. Unlocking Big Data to Power Digital Marketing RampUp 2017 How Audience Expansion with Predictive Scoring Delivered Incremental Revenues
  2. 2. ©2017 TruSignal, Inc. Confidential & Proprietary. The Challenge – Provide Greater Value for the Client 2 “As a strategic partner, TruSignal’s ability to scale NinthDecimal audiences with a people-based solution delivers the incremental results our clients are looking to achieve.” - Brian Slitt, CRO, NinthDecimal 1. Increase scale of NinthDecimal’s audience using location graph data 2. Preserve quality and accuracy of NinthDecimal’s audience 3. Leverage a people-based solution 4. Reach valuable prospects across channels and devices
  3. 3. ©2017 TruSignal, Inc. Confidential & Proprietary. What Makes TruSignal Different from Everyone Else 1. Offline People-Based Data — built on profile data you can’t get online, covering 99% of the U.S. adult population, targeting known people. 2. TruAudience® Predictive Scoring — custom predictive model that calculates a 0 to 99 score for 220M U.S. adults, based on NinthDecimal’s location graph data. 3. Omni-channel — all audiences are portable across desktop, mobile, video, social, native, TV and radio. 4. On-Demand Scale — a fast, easy and end-to-end solution to create a custom audience in less than 48 hours and the capacity to scale to hundreds of audiences every month. 3
  4. 4. ©2017 TruSignal, Inc. Confidential & Proprietary. How TruSignal Helped 4 Seed Data Many Options to Choose From • Pixels • DMP IDs • Mobile IDs • Location data … Audience Expansion Score 220M profiles to identify the best people. Distribution to More Than 400 Partners
  5. 5. ©2017 TruSignal, Inc. Confidential & Proprietary. The Solution: Increase Scale with Quality NinthDecimal Location Data & TruSignal’s Audience Expansion solution delivered scale, without sacrificing accuracy. The Solution • TruAudience® model based on NinthDecimal Location data • Used highest scores to target more of the right people across channels and devices • Leveraged LiveRamp integration to distribute The Results • Expanded audience of 1.2 million to 10 million people • TruSignal audience was 3.11x more likely to convert than average U.S. consumer TruSignal Audience Average Consumer Increase in Likelihood to Convert 3.11x More likely to convert TruSignal’s audiences deliver a ROAS 92% higher than other tactics, according to Forrester Consulting. According to “The Total Economic Impact™ of TruSignal”, a September 2016 commissioned study conducted by Forrester Consulting on Behalf of TruSignal.
  6. 6. ©2017 TruSignal, Inc. Confidential & Proprietary.Confidential & Proprietary Key Takeaways 6 1. Online + Offline Data — more data increases value for clients and delivers greater scale. 2. Predictive Scoring — pinpoint exactly who to target and who to avoid. 3. LiveRamp Identity Graph— leverage the LiveRamp Identity Graph to make seed capture easy and distribution expansive. 4. Flexibility & Scale — easily integrate with DMPs, DSPs and other technology partners, and leverage TruSignal’s ability to build hundreds of audiences. 5. Results that Matter — Expanded Audience of 10 million with a lift factor of 3.11 How to drive greater value for clients with Audience Expansion
  7. 7. ©2017 TruSignal, Inc. Confidential & Proprietary. Thank You! 7 David Oliveira 312.560.9659 (mobile) Brian Slitt 617.519.7581 (mobile)