At A Glance
American Home Shield improved CPA efficiency by 18% by working with Experian to apply audience curation through Experian Curated Deals. Through Curated Deals, we connected audience data, inventory, and ongoing optimization across display, online video, and audio, giving AHS a clearer view of which segments drove stronger acquisition performance.What challenge was American Home Shield trying to solve with audience curation?
American Home Shield (AHS) wanted to reach people in-market for home warranty products with greater accuracy and efficiency. They wanted to improve targeting, personalize campaigns across channels, and reduce cost per action (CPA).
For acquisition-focused brands, audience curation can improve both media efficiency and business outcomes. AHS, a pioneer in the home warranty industry, worked with Audigent, a part of Experian, to segment and target in-market home warranty audiences more effectively through Experian Curated Deals.
AHS’s goals
How did Experian use audience curation for American Home Shield?
Experian used audience curation to help AHS better identify, understand, and target online audiences in-market for home warranty products. Our audience curation approach gave AHS real-time performance insight and a more efficient way to act on what was working during the campaign.
Using Audigent data, AHS identified a focused set of audience segments including:
- Consumers in-market for home warranty or protection
- DIYers
- New homeowners
- Parents
- Real estate buyers and sellers
What audience curation approach did American Home Shield use?
We applied three audience curation methods to help AHS reach relevant audiences across audio, display, and online video. This mix gave AHS broader coverage and a clearer read on which curated audiences and activation methods supported stronger acquisition efficiency.
Our audience curation strategy included three methods:
Fallon, AHS’s agency, played a critical role in shaping AHS’s audience curation strategy, media activation, and real-time optimization across channels.
What results did American Home Shield see from audience curation?
AHS improved acquisition efficiency and gained a stronger understanding of audience performance. Our audience curation approach helped AHS identify which curated segments delivered better results and supported more efficient media decisions.
“Partnering with Audigent, a part of Experian, feels like working with a true extension of our own team. They are deeply engaged in campaign performance and collaborate closely with our media agency to optimize in real time. Through testing curation with Audigent, we have improved CPA efficiency while also gaining meaningful business efficiencies. We now have a clear understanding of which segments perform best and why, unlocking new value for our home warranty products.”
American Home ShieldAndrea Steele, Director, Media & Marketing
Experian Curated Deals produced measurable gains across performance and operational efficiency, including:
- 18% overall improvement in CPA efficiency
- 3.7x more cost-efficient streaming audio than AHS’s pre-partnership benchmarks
- 28% lower cost for AHS prospecting display versus pre-partnership benchmarks
Explore more examples of how brands are driving performance with Experian
Download our full case study with American Home Shield
AHS partnered with us to segment and target in-market home warranty audiences more effectively through audience curation. Our innovative approach to curation forms the backbone of AHS’s goal of driving acquisition across online media.
Contact us
About American Home Shield
As a pioneer in the home warranty industry, American Home Shield (AHS) serves millions of customers across the U.S. and operates under the Frontdoor, Inc. umbrella.
FAQs
Audience curation helped American Home Shield (AHS) focus media investment on in-market home warranty audiences across display, online video, and audio. Our approach gave the AHS team greater visibility into segment performance and improved CPA efficiency by 18%. Audience curation means combining audience data, inventory, and optimization into a single activation approach. Experian used audience curation to help AHS activate relevant segments more efficiently and understand which audiences were driving stronger acquisition results.
Experian helps brands apply audience curation by connecting audience strategy, activation, and optimization across media environments. That gives marketers a clearer way to compare curated audience performance, refine segment choices, and improve efficiency across channels.
Audience curation matters because it helps marketers align audience data and media placement more intentionally. That gives teams a clearer view of which audiences and environments are contributing to performance, enabling more informed future acquisition decisions.
Experian Curated Deals unify premium data and premium inventory into optimized private marketplaces designed for performance. Delivered as simple Deal IDs, Curated Deals enrich bidstreams with real-time, privacy-safe signals and apply supply path optimization to improve efficiency and campaign outcomes.
Latest posts
Learn how the buy-side can use Experian’s advanced data and identity solutions to be their guide through the jungle and emerge as winners.
We spoke with industry leaders from Ampersand, Basis Technologies, Captify, Cuebiq, CvE, Fetch, Madhive, MiQ, and Samsung to gather insights on how innovations in data and identity are creating stronger consumer connections. Here are five key insights to consider. 1. Build on trust with first-party data Stricter privacy regulations and growing customer expectations mean businesses must rethink how they gather and use data. A robust first-party data strategy centers on gathering high-quality data, such as behavioral and transactional data. By using behavioral, lifestyle, and purchasing data, brands can craft personalized strategies that align with their goals. This approach balances effective targeting with building trust and complying with privacy rules. Integrating identity solutions like Unified I.D. 2.0 (UID2) and ID5 into existing data strategies improves interoperability across platforms while keeping user privacy intact. These tools help create more effective campaigns. “We’ve been preparing and leaning into educating our clients around the value of first-party data. These are very important and primary considerations in any of our campaigns.”April Weeks, Basis Technologies 2. Align metrics with business goals To demonstrate clear value, campaigns need to tie their outcomes to broader goals. Relying only on click-through rates or CPMs won’t cut it. Metrics that measure meaningful results, like driving sales or increasing customer retention, provide greater transparency than surface level data, like clicks or impressions. A continuous feedback loop between targeting and measurement ensures campaigns can be refined to better align with business objectives. This feedback helps marketers understand who they are targeting and how those audiences are driving key business results. Shifting focus to metrics that resonate with stakeholders ensures that marketing efforts are evaluated based on their true contribution to the company’s objectives. “The television industry has access to more data than ever before, and at Samsung Ads, our ACR technology helps us provide valuable insights about what content and ads are being viewed. This abundance of data enables us to support clients in aligning their campaigns with business objectives effectively.”Justin Evans, Samsung Ads 3. Personalize experiences to boost engagement Personalization drives stronger customer relationships by delivering tailored experiences to individual customer needs. Using data-driven insights to fine-tune offers and messaging makes interactions more relevant, strengthening brand loyalty. Combining behavioral, lifestyle, and transactional data provides a comprehensive understanding of the customer journey and ensures each touchpoint feels personal. Testing and iterating on personalization strategies also helps identify which data and approaches yield the best results. Scaling these efforts means customers receive the right messaging at the right time, and businesses see better outcomes. “Every business should be building a data strategy that thinks about the different versions of data that exist and how they bring that together. They don’t necessarily need to own all of it but have a clear rationale and strategy about where you’re using which data sets.”Paul Frampton, CvE 4. Utilize advanced measurement tools for smarter decisions Improving the effectiveness of campaigns starts with using sophisticated measurement tools to gain actionable insights. Using analytics like brand lift studies, foot traffic analysis, app download tracking, incrementality, and share of search allows marketers to understand the full impact of their efforts. With these resources, teams can pinpoint what’s working, make real-time adjustments, and refine their approach. This adaptability ensures budgets are used as effectively as possible. Learn how Swiss Sense measured marketing outcomes using Mosaic® “We are playing a leading role in democratizing new tools for local advertisers. By mimicking the marketing funnel mentality, we’ve introduced solutions ranging from measuring brand lift to tracking foot traffic and app downloads.”Luc Dumont, Madhive 5. Adapt quickly to stay competitive The only constant in advertising is change. Adapting quickly to new technologies and consumer behaviors keeps businesses competitive. A culture of agility fosters innovation, making it easier to respond to industry shifts and discover new opportunities. Companies that anticipate change and invest in modern data solutions position themselves for long-term growth. Whether it’s adjusting to privacy updates, exploring emerging tech, or staying flexible, businesses must continuously invest in adapting their platforms and strategies. “Falling behind is not really an option. There’s always a change in advertising and in data where there’s a new horizon. The people who stay close to that and innovate will always follow it.”Amelia Waddington, Captify Shaping the future Building meaningful consumer connections requires advertisers to combine robust data strategies with flexibility and innovation. By focusing on these five considerations, marketers can adapt to today’s challenges while preparing for what’s ahead. Connect with our experts Latest posts
Experian’s 2025 Digital trends and predictions report offers insights from our industry-leading data and partners on 2025 marketing trends.