Performance Case Study
Neutronian Certified Solutions Deliver Clear Performance Proof Points
Agency:
Certified Data Provider:
THE CHALLENGE
High-quality, privacy safe data is in advertiser demand, but it’s not always easy to understand how different data sets actually perform against each other. Pre-campaign audience planning must carry through to activation, setting up campaigns in a way that allows for accurate comparisons.
Alliant sought to prove that their investments in data quality and audience development ultimately translate to stronger performance for advertisers.
THE PROCESS
Neutronian collaborated with its buy-side partner, Causal IQ, to develop a process where the Neutronian certified Alliant segments could be compared head-to-head with non-certified segments on campaign performance.
- Working with Neutronian, Alliant created customized audience strategies to reach the desired target and drive performance for each campaign.
- Three custom models were developed for each target audience using data from the Alliant DataHub, a unique Member database that can analyze billions of consumer transactions. The custom models combined and analyzed purchase, demographic and behavioral data.
- Each model identified and predicted the audiences with the highest propensity to complete the desired campaign outcome.
- Causal IQ set up each campaign with two different ad groups. One ad group used the Alliant Neutronian certified segments for targeting and the second ad group used other non-certified third-party segments for targeting.
- Each campaign ran during Q4 2023 and campaign performance was analyzed at the end of the test period by Causal IQ and Neutronian.
THE RESULTS
The data from the tests showed that compared to other third-party audiences, Alliant’s Neutronian certified segments:
Yield lower acquisition cost
Drive higher video engagement
