Google Case Studies Google Analytics 360 and DoubleClick Bid Manager boost conversions by 423%

Edit This Case Study Record

	Google Analytics 360 and DoubleClick Bid Manager boost conversions by 423% Google

Google Analytics 360 and DoubleClick Bid Manager boost conversions by 423%

Google

Technology Category	Analytics & Modeling - Real Time Analytics Analytics & Modeling - Predictive Analytics
Applicable Industries	Finance & Insurance
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	eFinancialCareers, the world’s leading financial services careers website, was handling more than 4 million job applications from 19 global markets on its site each year. The company wanted to make better use of Google Analytics 360, part of the Google Analytics 360 Suite, as a strategic aid, not just an analytical tool. The company's main goal was to boost the number of job applications coming through the website from programmatic ads. To achieve this, they needed to gather and analyze behavioral, demographic, and geographic insights about site visitors to make sure it was attracting and retaining high-caliber candidates. Read More
About Customer	eFinancialCareers is the world’s leading financial services careers website. The company is headquartered in London, England. It handles more than 4 million job applications from 19 global markets on its site each year. The company's main goal is to attract and retain high-caliber candidates for job applications. To achieve this, they use Google Analytics 360 as a strategic tool to gather and analyze behavioral, demographic, and geographic insights about site visitors. Read More
Solution	Working with Periscopix, a Google Analytics 360 authorized reseller, eFinancialCareers integrated Analytics 360 with DoubleClick Bid Manager to vastly improve its programmatic display remarketing. Periscopix set up event tracking for multiple page variables to identify the full range of customer groups. Tracked variables included country, job sector, city, company, and job ID number. Following six weeks of data collection and analysis, users were segmented into two main groups: passive and active users. Once candidates were segmented into the appropriate group, programmatic remarketing ads could be optimized to deliver the relevant message to each candidate. The Periscopix analytics and programmatic teams used Analytics 360 and DoubleClick Bid Manager to develop nearly 300 different remarketing lists, adding complex layers of detail within passive and active segments. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Analytics & Modeling - Predictive Analytics

Applicable Industries

Finance & Insurance

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

eFinancialCareers, the world’s leading financial services careers website, was handling more than 4 million job applications from 19 global markets on its site each year. The company wanted to make better use of Google Analytics 360, part of the Google Analytics 360 Suite, as a strategic aid, not just an analytical tool. The company's main goal was to boost the number of job applications coming through the website from programmatic ads. To achieve this, they needed to gather and analyze behavioral, demographic, and geographic insights about site visitors to make sure it was attracting and retaining high-caliber candidates.

About Customer

eFinancialCareers is the world’s leading financial services careers website. The company is headquartered in London, England. It handles more than 4 million job applications from 19 global markets on its site each year. The company's main goal is to attract and retain high-caliber candidates for job applications. To achieve this, they use Google Analytics 360 as a strategic tool to gather and analyze behavioral, demographic, and geographic insights about site visitors.

Solution

Working with Periscopix, a Google Analytics 360 authorized reseller, eFinancialCareers integrated Analytics 360 with DoubleClick Bid Manager to vastly improve its programmatic display remarketing. Periscopix set up event tracking for multiple page variables to identify the full range of customer groups. Tracked variables included country, job sector, city, company, and job ID number. Following six weeks of data collection and analysis, users were segmented into two main groups: passive and active users. Once candidates were segmented into the appropriate group, programmatic remarketing ads could be optimized to deliver the relevant message to each candidate. The Periscopix analytics and programmatic teams used Analytics 360 and DoubleClick Bid Manager to develop nearly 300 different remarketing lists, adding complex layers of detail within passive and active segments.

Impact #1	Remarketing lists are updated and passed automatically to DoubleClick Bid Manager from Analytics 360.
Impact #2	Remarketing reaches users within the optimum conversion periods and updates campaign messaging based on users’ interactions on the site.
Impact #3	The company was able to retain the high-caliber applicants it wanted most.

Impact #1

Remarketing lists are updated and passed automatically to DoubleClick Bid Manager from Analytics 360.

Impact #2

Remarketing reaches users within the optimum conversion periods and updates campaign messaging based on users’ interactions on the site.

Impact #3

The company was able to retain the high-caliber applicants it wanted most.

Benefit #1	423% increase in conversion rates for job applications from remarketing real-time bidding traffic
Benefit #2	21% increase in site traffic from real-time bidding campaigns

Benefit #1

423% increase in conversion rates for job applications from remarketing real-time bidding traffic

Benefit #2

21% increase in site traffic from real-time bidding campaigns

Download PDF Version

Overview

Google Analytics 360 and DoubleClick Bid Manager boost conversions by 423%

Operational Impact

Quantitative Benefit