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C&A decided to develop new sales potential for women's and children's clothing in a programmatic way. Additional e-commerce sales and the cost-turnover ratio (CUR) were used as target figures. The fashion brand uses a complex attribution model to calculate the impact contribution of individual campaign components for digital marketing reliably and in real time, enabling (re)allocation decisions to be made at any time.
The fact that ROLLER as a discounter in the furniture sector has to pay attention to the last decimal place is not surprising. However, one would not necessarily assume that an old-established furniture discounter wants to make classic media planning unnecessary. "Up to what volume can we efficiently scale our online marketing through Real Time Advertising (RTA) in the German market - with at least the same quality standards as in classic media planning? ROLLER commissioned the experts of the independent Trading Desk adlicious with this question. The advertising effectiveness was determined with the contribution score algorithm of the multi-channel tracking system from exactag and compared with classic media bookings.
The target group of consumer credit seekers is difficult to identify and grasp via the display channel. It was assumed that the target is not characterized by being particularly financially oriented, but rather has a purely consumption-oriented interest in finance. In addition, there is strong competition from existing competitors in the online credit sector. The goal of the campaign was to generate online credit transactions (consumer credit) and to lead qualified traffic to the target site. A cost-turnover ratio (KUR) of a maximum of 3.5% was to be maintained. A particular challenge was the target group of consumer credit seekers, which is difficult to identify and reach via the display channel. It was assumed that the target is not characterized by being particularly financially oriented, but rather has a purely consumption-oriented interest in finance. In addition, there is strong competition from existing competitors in the online credit sector.
At the beginning of the campaign, brand awareness of the young company was still very low. The target group had not been clearly defined before the market launch, which was a further special challenge. There is also strong competition from existing competitors in the area of fixed-term deposit brokerage. The aim of the campaign was to generate online registrations for WeltSpar accounts and to increase brand awareness within the target group. In addition, qualified traffic should be directed to the landing page.
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