TORONTO, Sept. 26, 2018 /PRNewswire-PRWeb/ -- Client Challenge
VerticalScope is an integrated multi-platform media company that owns and operates over 1400 websites in high-consumer spending verticals, including auto and power sports with its AutoGuide Group.
With over 120 million uniques per month across their platform, VerticalScope knew its sites played an important role in the automotive consumer decision journey and wanted to use their wealth of valuable user generated content (UGC) to increase clicks while decreasing cost per acquisition (CPA) for its advertisers.
Lotame / VerticalScope Solution
DMP for First Party Data Collection: The first step in putting this valuable data to work was to collect it. VerticalScope deployed the Lotame tag across their network of sites to collect four major types of very valuable data in the automotive decision journey:
- 1st PARTY SITE VISITATION AND INTEREST DATA: Consumers who visit the over 600 automotive sites that VerticalScope owns and operates.
- 1st PARTY ENGAGEMENT DATA: Consumers who actively read content associated with any given make and model by using a combination of Natural Language Processing and Machine Learning.
- 1st PARTY IN-MARKET DATA: Consumers that engage in key shopping behaviors i.e. locate a dealer, build and price, comparisons, reviews etc. within the last 7 days.
- 1st PARTY MEMBER DATA: Consumers that join these communities and use the platform for connecting and communicating with each other.
- AUDIENCE TARGETING: Once this data was collected, it was used to build precise audience targets to reach consumers most likely to engage with the campaigns.
Real Results
For a recent automotive campaign, VerticalScope used its UGC to power data-driven campaigns that resulted in:
- 24% decrease in Cost Per Acquisition
- 67% increase in Click Through Rate
Client Quote
"Auto forum community data is ACTIVE data - it is UGC - outside of Facebook, it is the best source of this kind of data at scale" said Jason Downie, Chief Strategy Officer at Lotame. "It's not only great for identifying web influencers (which brands love) but auto forum data is directly collected from the web - there is no middle-man - behaviors are injected directly into the Lotame cookie."
VerticalScope also boasts a robust solution to address brand safety when it comes to running media in user generated content. "We use 3rd party technology that actively tracks for inappropriate language and employ over 9,000 human moderators who monitor content for quality and brand safety" said David Domitrovic, Sr. Sales Engineer at VS Labs (VerticalScope's Data Science division) .
About Verticalscope Inc.
Founded in 1999, Verticalscope Inc. is a leading online media company that owns and operates 1400 + consumer resource sites and enthusiast social communities strategically positioned across verticals with high consumer engagement, significant consumer spending and strong blue-chip advertisers.
About Lotame
Lotame enables advertisers, agencies, publishers and networks to use data to build stronger connections with their consumers. Lotame is proud to be the leading independent data management platform (DMP) and offer the most widely-used, trusted and comprehensive data exchange in the industry. Committed to innovation, agility and – above all, customer success – the Lotame team aims to continuously find new and meaningful ways to help its clients harness the power of data to fuel more relevant and personalized experiences across screens and devices, online and off. Lotame is headquartered in New York City, with resources around the world, including Maryland, San Francisco, London, Singapore, Mumbai and Sydney. Learn more at http://www.lotame.com.
Contact:
VerticalScope Inc.
David Domitrovic, Sr. Sales Engineer at VS Labs
ddomitrovic(at)verticalscope(dot)com
SOURCE VerticalScope
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