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When you go shopping, you should have a plan. Knowing what you want, the style you are going for, and where you are most likely going to find what you need is important. Even with a strategy, shopping is hard. But when you don’t prepare, you can be left wandering the corridors of the mall, trying to figure out your next move. When negligent, success is rare. One thing’s for sure: shopping is very relatable to digital. If you enter the digital ad space without the right tools, inventory, or strategy it can be difficult to get a successful campaign in motion. That’s where our latest client needed some help – enhancing their media plans to successfully drive ROI.
One of the world’s largest retailers of upscale apparel and home goods was having difficulty finding the bandwidth to effectively manage its digital effort across all of its brands. Centro focused its efforts specifically on the client’s luxury furniture brand, who used to split its budget into two initiatives - brand awareness and sales performance - with the performance budget expected to drive the greatest ROI.
In the autumn of 2014, Centro launched a partnership with the luxury furniture brand and built a comprehensive media strategy to achieve its ROI goal. The full-funnel strategy combined premium contextual placements and data-driven audience targeting in order to reach consumers with digital behaviors and interests that profiled them as a target consumer. Through pixel placement and conversion tracking on the brand’s site, along with weekly status calls on reporting and analysis, Centro was able to accurately measure and improve sales performance across the brand’s digital campaigns.
Centro’s comprehensive strategy, measurement solution, and optimization approach drove results the client was highly impressed with. Overall, Centro delivered a $23.16 ROI, with an even greater direct response ROI of $45.72. This represented an increase of 19% over 2013. Over the course of 2015, the client has successfully transitioned all remaining brands to the Centro relationship.
At Centro, we offer a modern approach to digital media. With over 13 years and 100,000 campaigns to our name, we leverage advanced technology, proven tactics, and industry expertise to build campaigns around the channels and platforms that drive the greatest results for our client’s specific business needs. People and technology are at the heart of Centro, and are the essential parts in every #CentroInAction story.