A Unified Audience Targeting Strategy Leads to a 46% Increase in Conversion Rate

Challenge

A biopharma brand was running a streaming video campaign for a medical condition with a high incidence rate. Despite a significant media investment, the campaign was underperforming. The agency team knew they needed to improve the audience quality and conversion rates to revitalize its impact.

To determine why the campaign was not reaching its goals, the team leveraged Veeva Crossix Consumer Digital. Using Crossix Measurement and Audiences together gave the agency a holistic view of the campaign from activation through performance.

The analysis uncovered a disconnect between audience segments and measurement KPIs. Each of the 12 streaming partners was utilizing multiple audience segments of different sizes tied to various KPIs. This lack of consistency was hindering performance and the team’s ability to measure and optimize the campaign effectively.

Strategy

The agency consolidated the targeting strategy using a single, high-performing audience segment: individuals likely diagnosed with the condition and currently treating with a competitor. This allowed them to align the segment with the campaign’s primary KPIs.

The unified approach positioned the campaign to deliver on its objectives. The team also focused on a key best practice –”target what you measure, measure what you target.” They aligned activation more closely with measurement and focused on the KPI that mattered most to the brand.

Results

A unified audience strategy resulted in:

• 17% increase in audience quality: This was a significant gain given the broad reach of a campaign targeting a common medical condition. The increase represented tens of thousands of new highly qualified consumers reached.
• 46% year-over-year increase in conversion rate: These conversions highlight the strong business impact of simplifying the targeting strategy for more effective outcomes.

Driving greater outcomes doesn’t always require additional budget or ad inventory. By adopting Crossix’s best practices and using data more effectively to target the right audience, the agency changed the course of the campaign for a more successful outcome.

Want to learn more about best practices in audience targeting? Contact your Crossix Account Partner or email crossix_digitalconnect@veeva.com to schedule a personalized campaign evaluation.

Source: Crossix Measurement Suite 2023 data