Background & Challenge
A marine retail brand ran several annual campaigns for different engine sizes, but fragmented data made precise targeting and effectiveness measurement difficult. Messaging couldn’t be aligned to audience profiles and reporting was dispersed. (Challenge, p.2)
Strategy
We audited the current data state, then introduced a future-state architecture centred on a DMP to unify, segment, and activate audiences. (Strategy, p.3)
Current-state audit
Mapped where data lives, how it’s stored/activated; most stores relied on cookies.
DMP activation
Unified data for consistent segmentation and targeting.
Tailored pools by engine size
Combined site behaviour with ad engagement for each size.
Boating-interest audience
Blended boating 3P segments and weather-platform impressions.
Hot prospects
Visits to offers, finance, insurance, and service pages.
Frequency caps
Most products performed best at 2–3 impressions per user.
Results
+42% relevance
Ad relevance scores up; targeting accuracy +37%.
Higher-quality traffic
+53% avg. session duration; +28% pages per session.
Budget efficiency
CPA down 31%; ROAS up 24% via frequency optimisation.
Measurement uplift
End-to-end attribution on 86% of campaigns (was 40%).
(Results, p.4.)
What We Did
Planning
- Ran current-state audit and designed future-state DMP architecture.
- Defined audience pools (engine size, interest, hot prospects).
Activation
- Implemented DMP segments across platforms; enforced 2–3 freq caps.
- Aligned messaging to each audience profile.
Measurement
- Unified reporting enabled end-to-end attribution on most activity.
- Benchmarked CPA/ROAS and iterated toward top segments.
Need Cleaner Data & Smarter Targeting?
We’ll map your data, build the segments that matter, and cap frequency where performance peaks.