Utilizing predictive audience segments that capitalise on Amazon’s first-party shopping data signals I Equifax Case Study

Achieving a 85.17% lower CPA, and a 470.81% higher conversion value with Equifax

Equifax, a major credit reporting agency that collects information on individuals and businesses for credit reports, monitoring, and identity protection services, have been working with Amerge since 2021, linking out DSP campaigns direct to their website, following their move from Amazon Managed Service.

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Utilizing predictive audience segments that capitalise on Amazon's first-party shopping data signals I Equifax Case Study

Advertising Challenge

Prior to the move, there were 3 main challenges:

  • Amazon were reporting on their Pixel conversions, but they wanted to track conversions to their end to ensure attribution to Amazon DSP is correct as they were running ads with other partners at the same time.
  • Limited creativity was possible with the managed service setup, prompting the need for a more customised solution.
  • With only 5 sets of tags displaying only audience data combined, there was insufficient granularity for effective optimization.

 

Main goals:

  • Expansion to all Amazon DSP targeting options to reduce CPA and be more targeted.
  • Automated Integration of 3P Conversion Data for Reporting and Optimizations without duplication to other advertising.
  • Increase of 3P Tracking Granularity to Line Item Level for accuracy.
  • Amerge View live reporting incl. 1P DSP data and 3P Client Conversion data.
  • Reinterpreting Equifax Audiences in the Language of Amazon DSP Audiences.

Approach and idea to solve the problem

Optimization and reporting capability based on harmonisation of 1P and 3P data is only as effective as its granularity allows. Therefore prior to relaunch of Equifax on Amazon DSP with Amerge in February 2021 we worked with their agency ‚‘Croud‘ to perform a project which enhanced granularity from Audience level to a combined Audience / Device Type / Inventory Source granularity, which all linked out to their site for sign ups to their credit report.

Along with the enhanced granularity project, we also set up an automated Integration of 3P Conversion Data for Reporting and Optimizations

which allowed us to increase the 3P tracking granularity to line item level. All of this data is then pulled in and stored in our all in one reporting dashboard Amerge View which allows for the client and their agency, ‘Croud‘ to track daily spend and campaign performance accurately.

Our Results

Post launch with Amerge, due to the granular set up and 3rd party attribution technology, the client achieved a 85.17% lower CPA, and a 470.81% higher conversion value.

Equifax has now also joined the exclusive group of advertisers using the Performance Plus Beta, a platform that harnesses machine learning to create and deploy highly effective programmatic advertising solutions for non-Amazon product sellers.

This approach is centred on performance and leverages custom goal-based, predictive audience segments that capitalise on Amazon’s first-party shopping data signals within Amazon DSP advertising. The performance plus audiences that have been set up in our granularity have been responsible for 67% of conversions along with Amerge custom Equifax audiences.

“The Amerge team are trusted partners, having worked with them on Equifax activity for a number of years now. They truly understand our target audience and objectives, and their wealth of experience on the account makes them a vital part of our ongoing strategy.

When Amazon launched ads across Prime Video, working with Amerge for our first APV campaign felt like a natural progression, and Amerge were first on the plan for a recent new Equifax product launch thanks to the faith we have in their recommendations and account management.”

Catherine Betts, Media Director at Croud Agency
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