Jimmy Brings
Planning channels based on modelled results.
3 Years
Worth of granular client media analysed.
Challenge
Jimmy Brings approached Magic to help understand which media activity - across brand and performance channels - were driving new customer growth for their business.
What we did
In order to answer this question, Magic ingested 3 years worth of granular client media and macro data and ran a proprietary mathematical model to understand what channels drove what impact, and within a marketing journey, whether those channels actively influenced a conversion beyond just Google Search and Direct Response.
Outcome
The outputs from the modelling provided a series of key insights.
Brand focused tactics/messages actually out performed channels typically associated with a strong direct response.
Social Prospecting had a relatively high CPA.
Customer behaviour had changed; therefore we allocated more budget to BVOD.
YouTube was a top performer at driving new customers despite having very low trackable conversions.
OOH was the most expensive channel from a CPA perspective.
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