Intro
The Digital Marketing Institute has been the global leader in preparing students and professionals to excel at digital marketing. Their certification courses are the only globally recognized courses and are endorsed by some of the top industry bodies including the American Marketing Association. To date, the Digital Marketing Institute has certified over 42,000 graduates in 167 countries around the world.
The Digital Marketing Institute was looking for a new cost-efficient way to scale and improve conversion performance, while still being able to communicate the value of their courses to potential students from around the world.
Using Velocidi to access their own data and automate audience segmentation, DMI’s successfully doubled its revenue on Google Ads.
The Challenge
DMI was looking for ways to optimize its media investment and move the needle on performance metrics like customer acquisition cost (CAC) and return on ad spend (ROAS), while facing market challenges including higher media costs and increased competition.
They needed help identifying and targeting their most valuable current customers and reaching their most likely future customers in order to improve conversion performance and revenue.
Why DMI Chose Velocidi
Velocidi technology has a powerful machine-learning predictive model that identifies their highest-value audiences and enables them to activate these audiences in real-time as segments in any advertising/marketing channels.
The Challenge
DMI was looking for ways to optimize its media investment and move the needle on performance metrics like customer acquisition cost (CAC) and return on ad spend (ROAS), while facing market challenges including higher media costs and increased competition.
They needed help identifying and targeting their most valuable current customers and reaching their most likely future customers in order to improve conversion performance and revenue.
Why DMI Chose Velocidi
Velocidi technology has a powerful machine-learning predictive model that identifies their highest-value audiences and enables them to activate these audiences in real-time as segments in any advertising/marketing channels.
The Solution
DMI’s approach was built around three pillars: first, gathering information from their customers and website visitors; second, segmenting those customers and visitors through Velocidi’s machine learning algorithms; and third, using this 1st party data to build audiences as part of an experiment on Google Ads.
These actionable audiences allowed DMI to ensure that their campaigns were reaching the most relevant audiences at scale.
Aligned with their advertising agency, DMI performed the first test on Google Search targeting the United States of America (USA) market with tiers of segments with different levels of likelihood to buy, in order to understand if this setup could increase results when com- pared to their standard segments.
The Results
This Google Search Experiment in the USA market showed that the campaign with Velocidi-driven audiences was able to:
INCREASE ECOMMERCE Revenue BY
2.9x
LEAD Revenue
+72%
Total Revenue
+105%
REDUCED CAC
57%
INCREASED ROAS
2.1x
The results demonstrate that the DMI successfully leveraged its first-party data to build targeted audiences that outperform standard demographic targeting. As a result of this strategy, its e-commerce revenue increased by around three times.
Due to the campaign’s success, they decided to roll out the same strategy to other markets like Ireland, Australia and Canada, starting with the United Kingdom.
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We’re passionate about helping brands achieve e-commerce greatness. A great campaign starts with a great strategy, which is why we invest so much in our strategic process and work closely with clients to ensure exceptional results. If you’d like to learn more about how we can help you grow and succeed with your own data, get in touch with us today.
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