🏠Mortgage: Drove nearly 2x incremental leads for a large mortgage provider

Marketed to Consumers in A Special Ads Category – Discovered 15+ New Segments

Special Ad Category campaigns for credit, employment or housing opportunity ads have limited or unavailable targeting options you can use to define the audience you want your ads to reach. A large financial services client wanted to deep dive into understanding their consumers for effective targeting.

THE STORY

Discovering new mortgage customers

A market leader in Mortgage Loan Provisions faced the challenge to find effective ways to reach out to their audiences to overcome these new targeting restrictions whilst learning more about their engaged customers.

They were challenged with regulatory changes and operating in a highly cluttered space being blind to who their real consumer was.

The Goal: Signal Intelligence Beyond Platform Restrictions (Expand to see)

Being in a restrictive category, the goal was to garner intelligence into the ideal consumer profile to drive new customer leads efficiently through relevant targeting

More business-qualified mortgage leads discovered through new audience discovery in Paid Social

Improvement in Cost Per Lead

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THE SOLUTION

Discover Non-Intuitive Cohorts

Client Challenges Faced

• Lack of actionable insights for Decisions

• Limited scope for strategy with no consumer signals

Platform Challenges

• Provides aggregated performance data

• Doesn’t explain why campaigns work or how consumers shift

• Doesn’t tell you who comprises an audience set

How consumr.ai helps

• Artificial Intelligence unpacks mortgage audiences and analyzes against a pool of behavioral signals to recommend an ideal consumer profile to engage

• Decodes what behavioral traits your first-party data contains

• Recommends an ideal plan and execution strategy, forming a link from insights to activation

• Recommends shifts in consumer signals to alter communication strategies in real time

• Unpacking insights from the client’s qualified leads lookalike audience. ​These led to pivotal shifts in the brand’s audience engagement strategy.

THE RESULT

The financial services giant’s campaign revealed:

• 179% more business-qualified leads

• 56% efficiency lift in driving new leads

• Consumer insights despite platform restrictions

• Discovery of non-intuitive cohorts at scale