Case Study

Dynata’s Audience Activation Solution unlocks growth for global home furnishing brand

Acceleration, the leading data and tech consultancy arm of WPP, was challenged by its global home furnishing client, who wanted to translate the wealth of digital signals into improved Ad targeting.

Acceleration leveraged Dynata’s first-party data to create high performing and scalable audiences for advertising targeting.

    • €5M Revenue Boost: Data-driven approach to Ad Targeting drove significant business impact by connecting strategic audience segmentation to media buying.
  • Efficiency Gains: Lower CPMs and CPCs, along with higher CTRs and more relevant traffic, demonstrated optimized campaign performance
  • Validation: An A/B test proved the superiority of the brand’s custom audience built by Acceleration.

Acceleration, a data and tech consultancy arm of WPP, was supporting a leading global home furnishing brand who was struggling to translate their wealth of data into targeted marketing campaigns that resonated across diverse markets.

Acceleration leveraged Dynata’s first-party data to create high performing and scalable audiences

Multi-source data fusion to identify the right audiences: Acceleration integrated their client’s segmentation with WPP’s proprietary data sources, leveraging Dynata’s first-party data to gain rich understanding of the brand’s ideal customer segments and create a consented data seed foundation.

Data models based on real people to maximize reach: The privacy-compliant data seed was used to build lookalike models to create addressable audiences in programmatic and social buying platforms. targeting on digital platforms.

Data Fuels Growth & Drives Revenue

€5M Revenue Boost: Acceleration’s datadriven approach drove significant business impact by connecting strategic audience segmentation to media buying.

19% decrease in cost per quality visit: A/B testing confirmed that compared to the client’s usual in-platform audience, the new audience was cheaper to target, with a 19% lower cost per quality visit (CPQV) and a 16% lower cost per click (CPC). It was also more engaged, with a 10% higher click-through rate.

The Global Data Advantage for Precision Marketing

Dynata’s global data, advanced technology, and marketing expertise were instrumental in Acceleration’s success. This partnership enabled the creation of highly targeted and impactful campaigns, and an approach which Acceleration could easily expand and apply to all clients.