How can I use data to automatically create digital creations?

Brand challenge

A large online bookstore wanted to make the creations dependent on the weather outside every reader’s window in Poland.

Łukasz Plona

Innovation & Technology Director

  1. Data

    We used live weather data from OpenWeatherMap.

  2. Insights

    We knew exactly what the weather was like in the cities where we were communicating with readers. We linked the message to the conditions outside the window.

  3. Strategy

    We created an algorithm which checked every hour the temperature, wind, rain, and snow in the cities covered by the campaign. It would then select the creations matching the weather and modify the AdWords rates accordingly, so that specific creations are displayed only during the weather to which they relate.

  4. Results

    CTR growth

    110%

    We increased the CTR by more than 110% compared to previous campaigns in the search engine.

    Decrease in conversion cost

    We reduced the cost of conversion by over 40% compared to previous search engine campaigns.

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What can we do for you

Searching for valuable consumer insights

We will analyse publicly available data about the searches of your consumers. We will examine behavioural patterns, and on their basis we will select the best moments to intensify advertising activities. In addition to geographic or behavioural data, we will add other criteria (e.g. weather) to make the message better known to the user.

Precise SEM strategy

We will create a search engine advertising purchasing strategy for your users. We will reach them with a precise message, maximally tailored advertising at the place and time when they need it. This way we won’t waste your budget.

Insights and optimisation

We will improve solutions according to the data from your campaigns. The purchase-learning model will maximise spending where it identifies the greatest purchasing potential for your consumers.

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