Google Analytics 360 and DoubleClick Bid Manager boost conversions by 423%
Company Size
1,000+
Region
- Europe
Country
- United Kingdom
Product
- Google Analytics 360
- DoubleClick Bid Manager
Tech Stack
- Google Analytics
- DoubleClick
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Analytics & Modeling - Predictive Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Finance & Insurance
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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