Merkle Sokrati, a data-driven, and technology-enabled performance marketing agency and dentsu Data Sciences APAC collaborate to improve the performance of Emami Zandu Care’s Facebook ads.
The agency leveraged DMC, a proprietary product suite from dentsu Data Sciences, to drive improvements in Emami Zandu Care’s campaign RoAS (Return on Ad Spend).
Merkle Sokrati deployed the DMC product suite for this campaign to get better audience targeting suggestions which helped them extract maximum value from engaged users in order to find the next most valuable customers. DMC optimization models evaluate parameters like engagement, CPAs, audience saturation, spending capacity, etc. while prioritising recency to generate accurate predictions of an ad set’s performance. This machine learning-powered optimisation approach yielded higher conversions for the brand. The personalised messaging and captivating creatives made by the agency provided an additional boost to the overall engagement & impact of the marketing campaigns.
Commenting on the campaign, Anubhav Sonthalia, CEO, Merkle Sokrati & dentsu CXM India said, “People don’t have shorter attention spans, instead they have shorter consideration spans. With Zandu, it was crucial for us to identify (1) hyper-relevant users who would consider the product & move to the purchase stage and (2) best-performing ad sets that would result in higher conversions and RoAS. With DMC’s Optimisation and Learnings, we were able to deploy remarketing campaigns for recently engaged users & improve Zandu’s purchases by 16% & CVRs by 21%.”
Sunil Naryani, Chief Product Officer, Media, APAC, dentsu added, “By coupling data science & improved AI/ML sophistication with product development we are able to continually enhance our product offerings to unlock incremental value for our clients. The recent Zandu campaign is one such strong example, and what sets it apart is that our proprietary product DMC delivered tangible business value for the brand in terms of incremental conversions and purchases.”
The agency stated that its approach increased Emami Zandu Care’s conversion rates during its month-long campaign by 21%. The brand also witnessed an increase of 16% in purchases and over 20% improvement in RoAS.
Shelley Sam, Director Product Solutions, dentsu commented, “By integrating into Walled Garden ecosystems and deploying sophisticated machine learning algorithms across their data, DMC helps marketers deliver better ROI. For Emami, DMC was able to identify high valued audiences and optimise efficiency at scale by seamlessly changing budget & bid strategies based on near real-time statistics. This helped the brand achieve new industry-leading benchmarks in performance.”
