Measuring results for digital direct response campaigns, intended to convert existing in-market demand, is well established. What about campaigns targeted to desirable prospects earlier in the purchase cycle? These campaigns influence new customers you wouldn’t otherwise reach and drive them down the funnel toward purchase. However, complex buy cycles and multiple, cross-device consumer touch points render existing tracking and measurement mechanisms incomplete to demonstrate this impact. How can you provide a real ROI to your executive team to understand the impact your campaigns are having on business growth? Attend this Tech Talk to hear a case study of how one marketer has adopted a test and learn approach for digital campaign measurement. Learn how they are driving profitable business growth using digital media — regardless of sales channel or path to purchase.

1. Uncovering The Real ROI
of Demand Creation Campaigns
Digiday Brand Summit Utah
December 9, 2013
Monday, December 9, 13

2. Demand Creation Drives Profitable Growth
Confidential & Proprietary
Find High Quality New Customers
Data Types
Funnel Stage
Tactics
WHO
DATA
PROFILE
Branding
Build Future Demand
PROFILE +
CONTEXTUAL
IN-MARKET
Demand Creation
Create New Demand
Conversion
Fulfill Existing
Demand
WHAT
DATA
$
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Monday, December 9, 13
$
$
Sponsorships
Demo Targeting
Site Composition Targeting
Contextual & Demo Targeting
Email Campaigns
Search, Behavioral &
Retargeting

3. TruSignal’s Data-Driven Demand Creation Solution
Confidential & Proprietary
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Monday, December 9, 13

4. TruSignal’s Data-Driven Demand Creation Solution
Confidential & Proprietary
Audience Development
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Build Your Custom Targeting Audience
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Offline 3rd Party
Profile Data
Predictive Analytics
Users Available for
1:1 targeting

5. TruSignal’s Data-Driven Demand Creation Solution
Confidential & Proprietary
Audience Development
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Build Your Custom Targeting Audience
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Offline 3rd Party
Profile Data
Predictive Analytics
Users Available for
1:1 targeting
Campaign Management
Target Audience Across Channels
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Monday, December 9, 13

6. TruSignal’s Data-Driven Demand Creation Solution
Confidential & Proprietary
Audience Development
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Predictive Analytics
Users Available for
1:1 targeting
Measuring Results
Understand Incremental Impact
Target Audience Across Channels
2013 Campaign Results
100
75
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Monday, December 9, 13
112.5
50
3
150
75
37.5
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Q1
Q2
Q3
Q4
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Q1
Q2
Campaign Management
Q3
Q4

7. Challenge: Measuring ROI for Demand Creation
Confidential & Proprietary
Demand creation requires repeated exposure to the
same audience over a period of weeks
Once the initial interest is created, consumers will
follow many different paths to conversion
Influence of Prospecting
10%
9%
37%
9%
15%
20%
% of view-through conversions by
last-click channel source
4
Monday, December 9, 13
Search
Call Center
Retargeting
Branch Visit
Mobile CTC
Prospecting
Prospecting fuels all
other channels
10% of conversions were
from last click-through
Remaining 90% were
driven through other
channels

8. What is Net Incrementality?
Confidential & Proprietary
Net Incrementality is the measurement of new customers
acquired by a specific digital campaign who would not have
converted in the absence of the campaign.
Net Incrementality Analysis
answers the question:
“If I spend $10,000 on this
campaign, exactly how many net
new customers will I acquire?
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Monday, December 9, 13

9. NIA Part I: Audience Division
Confidential & Proprietary
Phase 1
Divide advertiser audience into two truly
random subgroups for A/B testing
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All Users
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Test Group
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Control Group
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Monday, December 9, 13
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10. NIA Part II: Execution
Confidential & Proprietary
Phase 2
Launch Test Campaign to Test Group
All new customer sales data
is collected during campaign period
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Monday, December 9, 13
Phone
Search
Direct Mail
TV
Sales!
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Test Campaign
Ad
8
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In-Store
Website
8
In all other aspects Test and Control group
members are treated identically, including exposure
to your other marketing campaigns.
New Customer
CRM Database

11. NIA Part III: Analysis
Confidential & Proprietary
Phase 3
TruSignal Matches New Customers
to Control and Test Groups
T
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150 new customers
matched to original test group
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New Customer Data
from CRM
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112 new customers
matched to original control group
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Monday, December 9, 13
Net Incrementality Analysis
answers the question:
How many of my new customers
would not have converted without
the test campaign?

12. Case Study: NIA for Education Client
Confidential & Proprietary
Client Overview:
‣ Top
10 for-profit education client with bachelor’s programs
‣ Bottom-funnel
strategies tapped out: search, retargeting, behavioral, lead buying
‣ Enrollments
secured via various channels: online, lead sellers, affiliates, TV, radio, call
centers, and campus recruiting
Challenges Presented:
‣ How
to reach potentially profitable students who aren’t currently seeking a bachelor’s program?
‣ How
to measure the impact of demand creation on new enrollments?
TruSignal Solution:
‣ Built
custom enrollment propensity audience based on existing students
‣ Executed
30-day RTB bidded display campaign using DSP platform
‣ Performed
Monday, December 9, 13
Net Incrementality Analysis (NIA) using a carefully controlled A/B test

13. Case Study: Education Demand Campaign NIA
Confidential & Proprietary
Results
‣ Test
group produced better quality (2.4% vs 2.8% enrollment rate)
‣ Test
campaign generated 34 incremental enrollments
Population
Size
Leads
Enrollments
Enroll Rate
Control
2,500,000
6895
170
2.4%
Test
2,500,000
7211
204
2.8%
316
34
Incremental
Cost per incremental enrollment = $1,765 < $3,000 (target)
10
Monday, December 9, 13

14. Thank You!
Confidential & Proprietary
Discover Your Ideal Audience
Jeremy Longinotti
CRO
www.tru-signal.com
jlonginotti@tru-signal.com
Monday, December 9, 13
twitter: @ trusignal