In January, VIA Rail labored with La Presse to run a marketing campaign re-targeting individuals who used its service as soon as however didn’t return a second time within the final 12 months on La Presse’s web site. Utilizing knowledge clear room tech, it constructed look-alike audiences based mostly on its database throughout the writer’s footprint, concentrating on them with adverts to e book prepare tickets.
Because of this, VIA Rail achieved a conversion fee, measured by an uptick of web site guests, of 0.42%, surpassing its benchmark by 125% when in comparison with different methods on the identical stage of the gross sales funnel, the place the conversion fee was solely 0.17%. This amounted to 10,916 certified visits, the corporate mentioned.
Figuring out 70% of its readers
For the final 5 years, La Presse has invested in its first-party knowledge cohorts by straight asking readers to voluntarily share info, equivalent to their age vary or summer season journey plans in alternate for related content material.
The writer additionally used quizzes and contests to collect sociodemographic knowledge from over 16,000 distinctive contributors who consented to the ad-targeting opt-in.
Individuals “supplied info equivalent to their age, gender, household earnings, and family composition,” mentioned Bernard. “We had been additionally ready to make use of that info for advertising and marketing equivalent to personalised notifications.”
Consequently, La Presse was capable of straight determine 70% of its 4.2 million reader base by first-party knowledge, in accordance with Bernard.
The writer has been working with knowledge clear room platform Optable since 2020 to make these viewers cohorts out there to advertisers in a privateness criticism method.
