dobbin & gronade | marketing decision scientists | case study

Buy-ready audience up 1400%. Cost per click down 98.4%.Learn how our Marketing Decision Scientists delivered a quantum leap in effectiveness for Dance Academy’s movie launch into the Australian market.

Case Study / Dance Academy The Movie

Dobbin & Gronade / Marketing Decision Scientists

The Challenge

Dance Academy wanted to know exactly who to target in order to achieve the best possible results within the constraints of their marketing budget.



Common Brands

Similar Interests

Common Celebrity Fans

Common Music Tastes

Common Favourite Movies

The Strategy

DNA Analysis 80,000 fans were analysed and clustered by their common interests — what we call Digital DNA. Using Forced Directed Network Graphing, we visualised the results to enable easy interpretation by various stakeholders.



80,000 80,000

1,200,000

Original Audience

Buy-ready audience with same DNA

The Hypothesis

Reach Mapping We then used reach-identification algorithms to identify the number of Australians with similar ‘DNA’ profiles. This returned a set of 1.2 million Australians who, with high probability, were identified as the buy-ready audience. Thus, a 1,400% expansion of the primary target market was hypothesised.



The Experiment

Analysis & Iteration Multiple combinations and permutations of ads and landing pages were tested, refined and analysed during a four week sprint. This was to validate the hypothesis as well as to determine the optimal campaign messaging.

Facebook Ad (A) Facebook Ad (B)

Landing Page (A) Landing Page (B)



The Results

Due to the ability to fine-tune the messaging to the ‘DNA’ of the target audience, significant cut-through was achieved. We were able to reduce the cost of Facebook ads from $0.61 per click down to just $0.01 — the minimum possible cost.

80,000 1.2 million

Target Audience increased 1,400%

$0.61 $0.01

CPC reduced 98.4%

Final CPC



CPC

0

0.175

0.35

0.525

0.7

Iteration Week

1 2 3 4

$0.61

$0.16

$0.05

$0.01

The Results

For graph lovers



About us

Dobbin & Gronade is a partnership of Mathematicians & Data Scientists working with CMO’s to increase campaign effectiveness & reduce costs.



Our Mission

Our mission is to take marketing where it’s never been before. Working with your existing creative & media teams, our decision scientists will eliminate all guesswork, minimise campaign expenditure and maximise results. Together, we’ll help you launch the most effective marketing campaigns on the planet.

“Creativity is intelligence having fun” Albert Einstein. Our Hero.



How we do it

We use our skills in mathematics, statistics, data science, programming, artificial intelligence, growth engineering and marketing science to identify: 1. The Digital DNA of existing audiences: the exact

ingredients which identify those most likely to respond to your messaging

2. The precise advertising variants that appeal most to the target audiences



Next Steps

Whatever your best campaign results are, we can demonstrate first hand the unique ability of our Marketing Decision Scientists to blow those results away.

To discuss further contact John Dobbin:

Mobile: +(61) 409 395 618 Email: [email protected] Skype: john-dobbin



mailto:[email protected]?subject=

Thank you.



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