Ancestry.com is the largest for-profit genealogy company with a network of genealogical websites focused on the US and other countries. As the largest in the field, regularly acquiring new users is a key goal. They wanted to improve performance across digital channels and messaging to move potential subscribers through the marketing funnel more effectively. Using the Trueffect People-Based Marketing Platform allowed Ancestry.com to leverage their first-party user data through sophisticated profile development and dynamic, personalized creative and messaging, improving performance while protecting user data security.

1. PERFORMANCE METRICS
CUSTOMER SPOTLIGHT
4 The largest for-profit genealogy company in the
world operating a network of genealogical and
historical record websites focused on the
United States and nine foreign countries
4 Ancestry.com provides access to approximately
16 billion historical records
THE CHALLENGE
As the largest genealogy company
in the world, acquiring net-new
users to their service on a regular
basis is a key digital marketing goal for
Ancestry.com. In the process, the company wanted
to suppress existing customers and establish a
consolidated view of digital channels to determine
those performing best and those with room for
improvement.
Challenge Highlights:
4 Develop effective media and messaging
strategies to move potential subscribers
through the funnel
4 Discover and solve for media inefficiencies
4 Maintaining control of Ancestry.com’s First-
Party Data and implementation of this data in
support of primary marketing objectives
THE SOLUTION
The Trueffect People-Based Marketing Platform
Built for Brands delivered Ancestry.com superior
performance through:
Persistency of First-Party Data –
understanding the value of activating
Ancestry.com’s own First-Party data into
the marketing ecosystem including
additional profile data
Profile Development – sophisticated profile
development and messaging treatment
based upon attributes
First-Party Dynamic Creative – ability to
render and serve optimal creative and
messaging based upon specific interests
Data Protection – mobilization of data on
Ancestry.com’s profiles maximizing
performance all while ensuring data
security
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