Performance Marketing In Financial Services Case Study – Behavioural Targeting

Case Study: 4

Client Industry: Online Investment Research

Technique: Programmatic Behavioural Targeting

This technique explained:

Los Angeles, CA-based MarketSmith provides investors with professional-level proprietary tools and research. The company is a wholly owned subsidiary of William O’Neill & Company. MarketSmith’s online research tool allows investors to find and analyze stocks and mutual funds with charts, lists, industry group statistics and institutional ownership data. The campaign goal was to Generate trial sign-ups for MarketSmith, and to drive visits to MarketSmith’s “Top Stocks” landing page – their latest investment research product for the iPad.

The client blended first and third party data to develop a precise portrait of potential customer to target on iPad devices.

Cost Per Conversion was reduced by 40% on previous year. The campaign increased app downloads by 60% over a four-week period, with significant increases in upgrades to paid trials.

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