Jimmy Brings

3 years worth of granular client media analysed.

Planning channels based on modelled results.

[GRAPHIC /CASE STUDY]

[01]

Challenge

Jimmy Brings approached Magic to help understand which media activity - across brand and performance channels - were driving new customer growth for their business.

[02]

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.

[03]

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.