Google Case Studies Gerber Life refines its media mix using DoubleClick Campaign Manager

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	Gerber Life refines its media mix using DoubleClick Campaign Manager Google

Gerber Life refines its media mix using DoubleClick Campaign Manager

Google

Technology Category	Analytics & Modeling - Predictive Analytics Analytics & Modeling - Real Time Analytics
Applicable Functions	Sales & Marketing
Services	Data Science Services
Challenge	Gerber Life Insurance, a subsidiary of Nestlé, wanted to gain better insight into the relative performance of different marketing channels throughout the customer journey. They understood the last-click attribution of display in policy generation, but they wanted to better understand the overall role display played in the conversion funnel for all marketing channels. They also knew that potential customers who were viewing their ads were likely visiting the website on direct, organic or paid search channels. However, they didn’t have a way to explicitly see and measure such use cases. Because of that inability to measure the post-view impact of display on other channels, they were unable to measure their investment in that channel in an informed manner. Read More
About Customer	Gerber Life Insurance is a subsidiary of Nestlé and a B2C provider of insurance policies. Established in 1967, the company has a long history of providing insurance services to its customers. The company operates in the United States and is part of the larger Nestlé group, a multinational food and beverage conglomerate. Gerber Life Insurance is focused on understanding the performance of its marketing channels during the customer journey and aims to grow its overall conversion rate. The company is committed to leveraging technology to gain insights into its marketing activities and make informed decisions about its media mix. Read More
Solution	Gerber Life decided to integrate Google Analytics 360 and DoubleClick Campaign Manager in order to gain a holistic view of the company’s digital marketing activities. This integration provided an additional set of reports in their Google Analytics 360 account, such as multi-channel funnel reporting, attribution modelling and an updated set of traffic sources reports. Because driving top-of-the-funnel consideration is important to them as they grow their brand, they created a custom attribution model in Google Analytics 360 that gives most weight to the first and assist view and click touches. They felt that a model that gave more weight to early touches best resonated with their aggressive growth targets for this year. This approach enabled a more accurate view of display performance. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Predictive Analytics

Analytics & Modeling - Real Time Analytics

Applicable Functions

Sales & Marketing

Services

Data Science Services

Challenge

Gerber Life Insurance, a subsidiary of Nestlé, wanted to gain better insight into the relative performance of different marketing channels throughout the customer journey. They understood the last-click attribution of display in policy generation, but they wanted to better understand the overall role display played in the conversion funnel for all marketing channels. They also knew that potential customers who were viewing their ads were likely visiting the website on direct, organic or paid search channels. However, they didn’t have a way to explicitly see and measure such use cases. Because of that inability to measure the post-view impact of display on other channels, they were unable to measure their investment in that channel in an informed manner.

About Customer

Gerber Life Insurance is a subsidiary of Nestlé and a B2C provider of insurance policies. Established in 1967, the company has a long history of providing insurance services to its customers. The company operates in the United States and is part of the larger Nestlé group, a multinational food and beverage conglomerate. Gerber Life Insurance is focused on understanding the performance of its marketing channels during the customer journey and aims to grow its overall conversion rate. The company is committed to leveraging technology to gain insights into its marketing activities and make informed decisions about its media mix.

Solution

Gerber Life decided to integrate Google Analytics 360 and DoubleClick Campaign Manager in order to gain a holistic view of the company’s digital marketing activities. This integration provided an additional set of reports in their Google Analytics 360 account, such as multi-channel funnel reporting, attribution modelling and an updated set of traffic sources reports. Because driving top-of-the-funnel consideration is important to them as they grow their brand, they created a custom attribution model in Google Analytics 360 that gives most weight to the first and assist view and click touches. They felt that a model that gave more weight to early touches best resonated with their aggressive growth targets for this year. This approach enabled a more accurate view of display performance.

Impact #1	Increased visibility on media that drives best results
Impact #2	Focused on media placements to generate top-of-funnel growth
Impact #3	Dramatic shifts in media spend using the new data derived from the integration

Impact #1

Increased visibility on media that drives best results

Impact #2

Focused on media placements to generate top-of-funnel growth

Impact #3

Dramatic shifts in media spend using the new data derived from the integration

Benefit #1	In the first five months of 2016, they saw a 25% increase in digital conversions compared to the same time in 2015
Benefit #2	Reallocation of budget from lower performing channels towards display

Benefit #1

In the first five months of 2016, they saw a 25% increase in digital conversions compared to the same time in 2015

Benefit #2

Reallocation of budget from lower performing channels towards display

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Overview

Gerber Life refines its media mix using DoubleClick Campaign Manager

Operational Impact

Quantitative Benefit