See how Spectrum Reach drove a 25 % higher website Response Rate using customer mapping and data-driven creative for Pella Windows and Doors of Wisconsin
See how Spectrum Reach drove a 25 % higher website Response Rate using customer mapping and data-driven creative for Pella Windows and Doors of Wisconsin
As the home improvement surge waned , Gina Della , VP Sales and Marketing for Pella Windows and Doors of Wisconsin , needed to maintain the company ’ s growth trajectory and find new ways to improve media effectiveness — with only half its TV budget .
Spectrum Reach proposed a data-driven approach , using Pella ’ s own first-party client data and attribution measurement to better define their audience , inform commercial creative , and build a more targeted media campaign .
STEPS TO BETTER RESULTS
1 . CLIENT DATA ANALYSIS : Spectrum aligned Pella ’ s first-party customer data with best-in-class third-party audience profile data , to reveal that the company ’ s consumers were upscale homeowners with families , working in professional occupations , in urban / suburban settings . Spectrum Reach produced a new slate of ads infused with these attributes to better engage audiences .
2 . GEO-SEGMENTATION ANALYSIS : Spectrum mapped customer locations , and revealed that most customers lived in well-defined geographies near the city . Instead of buying full-market geographies , Pella invested in Spectrum Reach zones and zip codes to target their best prospects .
3 . DATA-DRIVEN PROGRAM SELECTION : A Q2 Multiscreen Attribution analysis provided by Spectrum Reach , which measured ad-exposed website visitation , revealed that upscale sports like tennis , golf , and the NFL , as well as networks like CNBC , Spectrum News , and HGTV , were favorites in homes that visited the Pella of Wisconsin website . A new media campaign featuring recommended networks was developed for Q3 .
THE RESULT
In Q3 , Pella ’ s new creative , customer mapping strategy , and audience-targeted media campaign were successful , driving a 25 % higher Response Rate based on attribution analysis . The data-driven programming recommendations consistently drove the greatest share of traffic to the Pella website across all three markets .
“ Spectrum Reach provides unparalleled service — from data-driven commercial video production and audience segmentation to attribution measurement that fuels insights for future campaigns . And it ’ s all managed by a dedicated team of local experts .”
Gina Della VP Sales and Marketing Pella Windows and Doors of Wisconsin
Source : Client proprietary customer data , provided on 06.14.22 . Data extrapolated thru Neustar E1X . Run date 06.30.22 . Source : Innovid , based on Deterministic measurement of viewing data on HH exposed to ad on multiscreen TV and visited the client ’ s website . Innovid measures all traffic to the site , determining what is TV driven based on actual ad-exposure data , and then removes anything that has no relation to the actual campaign being measured . Pella 2Q andQ3 2022 reports .