pivotalROI ® Campaign Optimization Case Study © Cambia Information Group 2018. All right reserved. SITUATION: • Financial services company sought to identify the best performing website creative stories, and ad formats • Needed comparative measures to evaluate effectiveness of new advertising and new communications vehicles • Desire to maximize the lift in favorability across the entire campaign • Firm wanted to model and optimize future media plans DATA ANALYTICS: • Through extensive analysis and modeling, identified that total Favorability Gain was a function of the unique combination of specific creative units used on specific Websites • Cost efficiency and effectiveness of each advertising unit and website used were calculated and became inputs into the model OUTCOME:

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