Data-Driven Radio Improves Online Engagement
RADIO DRIVES WEB LIFT FOR UTILITY PROVIDER
A Utility Provider was successfully utilizing radio to grow web traffic, and wanted to analyze their performance in 9 markets in order to make data-driven decisions on how to use radio more effectively. Katz worked with AnalyticOwl to provide the client with a holistic view of the campaign performance at the midpoint, giving the client a chance to implement optimizations, and at the campaign’s end, to analyze how the changes impacted results.
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Phase 1 of the campaign led to a +12.5% lift in total website traffic attributed to radio advertising. Pleased with the initial findings and eager to amplify what was working best, the client implemented changes in scheduling and the creative mix. As a result, Phase 2 radio led to a +14.4% lift in total website traffic. The client's data-driven optimizations successfully boosted the campaign performance by +15%.
AnalyticOwl's results provided the client with evidence that radio was instrumental in increasing web traffic, and that data-driven scheduling decisions improve campaign results and lead to greater client KPIs.