Datam case studies

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Wondering what can we do for your company? Check out our following case studies.


Case study:

Challenge• Increase lead generation + Sales

• Increase market share and reach bigger audience

• Present the Cuponica brand as an alternative to other coupon sites in the region

• Use online advertising to target new customers at a more affordable rate than at current

Products used: Premium Offers, Datam Display Network Countries: Argentina

Cuponica is a deal of the day recommendation website for Latin American

Solution• A new more effective business model to

replace the current CPA campaign

• Create a campaign that took full advantage of Datam’s inventory

• New CPL buying model was set up to bring in higher monetization to traffi c invested

• Solution was then trailed to fi nalise the exact rate that would combine monetization of traffi c with positive ROI

• Additional volume was added by creating eye catching banners with seasonal offers with to attract more clicks

• Banners were then optimized for each site depending on feedback received helping grow ECPM

• Co-registration introduced with a wide demographic allowing price of each lead to be cheaper in turn improving greatly the ROI

Results• Doubled Ecpm

• The additional traffi c and positive monetization, allowed information to further optimize the campaign

• Cost per sale reduced by 50%

• Bid effectiveness up 20%

• ROI up 110%

• Over 3000 leads per month


In detail Brand: Cuponica.

Goal: Lead generation + Sales

Summary: Cuponica needed to increment its market share by reaching a bigger audience and presenting its brand as an alternative to the coupon sites in the region. It was already using other online advertising solutions, but none of them were helping reach new customers at an affordable rate.

Products Offered: Premium Offers, Datam Display Network

Countries: Argentina

Within the display network, It started as a CPA campaign to make sure that the client’s costs would be tied only to actual sales as opposed to other measurements. Since the amount of impressions invested to generate the sales was very big, the campaign was not monetizing Datam’s inventory and we had to propose a new buying model.

The new buying model was set up in CPL which was the closest deal to a direct CPA that would bring a higher

monetization to the traffi c invested. The fi rst trials took a few days to make sure we were using the exact rate that would combine monetization of the traffi c with a positive ROI for Cuponica.

After the initial CPL test, there was still a big need for additional volume from the customer side that was not controlled only by the system optimizations. That is when our creative department kicked in along with our media buying team.

The creative department started generating banners matching the season offers in Cuponica site to attract those users interested.

Accounts executives were monitoring daily each new banner performance to avoid investing more impressions than those available for a test. Every time a good performing banner was found, the information was passed back to the design team to emphasize the aspects that made it attractive to the end user. Manually, the system was helped to fi nd the best matching banners for each specifi c site content, helping the ECPM grow along with positive learning, which

would translate in more volume being assigned to the campaign within the bidding system.

As a side campaign, to help Cuponica gather more information for their private emailing campaigns a co-registration offer was created in Argentina. It started only in Sonico.com and Taringa.net and slowly moved on to other sites. Since they were leads of all ages and demographics, it allowed the price of the lead to be much cheaper than any other platform, which helped the ROI to be very positive.

Case summary:• Initial test in CPA. Ecpm 0.02. It

did not monetize the inventory.

• A new buying model was proposed.

• With the new model, the Ecpm was more than doubled to 0.10

• The additional traffi c and positive monetization, allowed information to further optimize the campaign

• New banners were generated in the design department especially for the brand

• The Account Executives worked closely monitoring banner performance along with traffi c source performance, excluding non-performing sources and banners and emphasizing the good results.

• The higher monetization on our side permitted to grow the delivery of impressions, also boosting conversion and lowering the actual cost for each sale.

Case study:

Cuponica is a deal of the day recommendation website for Latin American


Case study:

Dating site Originally from Australia

Challenge• Reach a global audience

• Adquire quality users

• Convert users on their site

• Address the balance between male and female users

Products used: Datam Display Network Countries: Brasil, US, UK, Colombia

Solution• Target key countries that would produce

the most sucessful results - Brasil, US, UK & Colombia.

• 5 different banner sets designed to increase female users

• To assure that the quality was preserved, we requested the advertiser help to implement a new variable id to each of the registrations we granted

• The advertiser passed back the best quality sites and we split the campaign into several tier per quality status to make sure that the budget was invested in a smart manner.

Results• Reached 50% of female users

• Increased quality by 200%

• Reached 120% ROI

• 1000 daily new users


In detail1 Advertiser 2 Different solutions

Summary: A very well-known brand, originally from Australia was determined to reach to the world with emphasis in the Americas and it required good quality users. Quality measurement was done based on site usage and spent.

Goal: Converting users in their site

Products Offered: Datam Display Network

Countries: Brazil, US, UK, Colombia

Looking for the best market we decided to start in Brazil, USA, the UK and Colombia. The greater approach, targeting more than one country, allowed us to gather more information for optimization purposes.

Since the initial CPA rate was very competitive within the traffi c available, the campaign started off winning a big percentage of the impressions available in the markets were the campaigns were running. The initial issue emerged when assessing the traffi c. Above 70% were young males and which affected severely the advertiser ROI.

To turn around the situation without using retargeting techniques on tagged women, the design department was invited to participate in the optimization process. 5 different banner sets were generated with different approaches.

The male portion was then reduced to 55%. However, we still needed to make sure those women and men who registered were also of good quality for the advertiser. To assure that, we requested the advertiser to track an additional ID on every registration we generated for them. That ID could be translated by our system into a specifi c url served within Datam Network.

With the help of the advertiser we were able to focus in all those sites that delivered the highest quality of traffi c with the highest possible CPL rate and a second tier campaign open to all sites where we could gather more information and new high quality traffi c sources.

.

Case summary:• Initial test on CPL internationally

• The fi rst quality assessment revealed a high percentage of males vs females

• To sort the issue out at a lower cost, we generated women targeted creative materials

• Each creative set was tested on performance basis and the best performing ones duplicated to grant a higher converting volume

• To assure that the quality was preserved, we requested the advertiser help to implement a new variable id to each of the registrations we granted

• The advertiser passed back the best quality sites and we split the campaign into several tier per quality status to make sure that the budget was invested in a smart manner.

Case study:

Dating site Originally from Australia


Case study:

NGO fund raiser

Challenge• Create a bulk amount of users

to whom they could reach out to request funds

• Generate the cheapest leads possible

• Avoid duplicated phone numbers or email addresses

Products used: Datam Premium Offers Countries: Mexico and Brazil

Solution• We implemented the co-reg solution,

Premium Offers, and targeted a wide variety of groups in the two main regions of the campaign.

• A quality check on each of the leads was set up, to avoid duplicated phone numbers or email addresses

• Identifi ed and targeted easier to convince users after receiving feedback from the advertiser

• Multipul approaches in terms of copy and images were presented to the end users and we selected those who appealed the most to the advertisers

Results• ROI 105%

• Cost per subscriber down to 30¢

• Over 600,000 registered subscribers


In detailGoal: Potential paying donors in Brazil and Mexico

Countries: Brazil and Mexico

A very big NGO chose our online marketing solutions to reach out to generous people willing to help them preserve the environment.

Goal: Bulk amount of users to whom they could reach out to request funds

Product Used: Datam Premium Offers

Because they are an NGO our fi rst approach was to generate the cheapest leads possible. We then offered the co-registration solution called Premium Offers and targeted a wide variety of groups in the two main locations of the campaign.

To make sure that we delivered quality leads, a quality check on each of the leads was set up, to avoid duplicated phone numbers or email addresses.

After the initial test, we were advised by the contact center of the advertiser that there was a trend on those end users that were easier to convince and we worked on both the initial offer and the demographic targeting available for all premium offers.

We then tried different approaches, in terms of copy and images presented to the end users and selected those who appealed the most to the advertisers.

After a few months in the campaign, the marketing budget was drastically cut due to the advertiser internal policies and the time of the year. To keep the campaign running and lower the costs, we offered to pre-check the registrants, which would ramp up the volume of leads and signifi cantly lower the costs of each lead attained.

The volume reached through the pre-checked strategy was considerably higher than the original campaign and even though the quality had dropped, the return of investment was still positive at 105%

Case summary:• Initial test on CPL based on co

reg offers

• Optimization of the creative offering and the copy

• Selected best performing copy and creative set

• Responding to a budget decrease, we decided to offer a rate decrease with a pre-checked campaign

• Volume was boosted and quality lowered a bit but the ROI kept above 100%

Case study:

NGO fund raiser

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