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
Tapad, a part of Experian, and Conversion Logic provide a better understanding of customer journey
FeaturedCombined technology gives marketers an enhanced view of the customer for improved planning, targeting and optimization NEW YORK, July 12, 2016/PR Newswire/ – Tapad, the leader in cross-device marketing technology and now a part of Experian, today announced a partnership with Conversion Logic, the martech industry’s most accurate unified marketing attribution provider. Conversion Logic will incorporate unified cross-screen data from Tapad’s Device Graph™ to identify related devices and media exposures to enhance reporting on the path to conversion. By connecting Conversion Logic’s proprietary Ensemble Method, which combines numerous state-of-the-art machine learning algorithms, tuned for each customer use-case for the most accurate results, with Tapad’s unified, cross-device technology, marketers will benefit from a highly scientific approach to assessing advertising effectiveness with full, comprehensive customer insights. Linking these technologies will increase marketers’ real-time ability to optimize brands’ marketing channel spend and creative at a more granular level. During the past six months, Tapad has rapidly grown its data business, doubling the number of companies integrating the Device Graph™ into their platforms and growing the annualized revenue run rate by 210%. Tapad’s highly scalable, cross-device data has been confirmed by Nielsen to be very precise. Tapad augments platforms’ and publishers’ tech stacks with additional scale and relevancy, granting advertisers amplified targeting and analysis options. The growth of the Device GraphTM has allowed Tapad to provide a growing network that benefits all partners with more efficient, effective consumer engagement. “Combining highly accurate data from Tapad with our own user ID technology and understanding how devices may be related at an individual level provides additional visibility into the path to conversion,” said Alison Lohse, COO and co-founder of Conversion Logic. “The more we know about the customer journey, the more effective, efficient and customized marketers can be with marketing efforts. With Tapad, we have achieved a unified customer view that helps us piece together the purchase journey while preserving proven accuracy.” “Conversion Logic’s Ensemble Method delivers singularly customized and precise results that are not just accurate, but actionable,” said Dave Fall, COO of Tapad. “The combination of powerful technology and a user-friendly interface, plus Tapad’s ability to only consider relevant and scalable components in the marketplace, creates a more concentrated and beneficial environment for both its partners and clients.” Contact us today
Madison Logic partners with Tapad, a part of Experian, to realize attribution across every channel for global B2B marketers
FeaturedB2B marketers can now deliver the right message to the right user at the right time across devices and channels NEW YORK, NY–(Marketwired – Jun 1, 2016) – Madison Logic, one of the world’s fastest growing companies dedicated to solving the digital needs of B2B marketers, is partnering with Tapad, the leading provider of unified and now a part of Experian, cross-screen marketing technology solutions. Now business-to-business (B2B) marketers can power targeted advertising and content syndication programs across all channels, including smartphones, computers and tablets. The increasing shift in content consumption across mobile devices makes cross-device identification and attribution a top priority for B2B marketers. The Madison Logic and Tapad partnership gives B2B marketers unprecedented reach and scale with the ability to run always-on, cross-device, account-based marketing programs targeting decision makers who are actively researching similar products and services. “Screens are everywhere and so is the B2B buyer,” said Vin Turk, SVP of Audience Development for Madison Logic. “This partnership allows marketers to harness the power of Madison Logic’s intent data and combine it with Tapad’s cross-device solutions to connect with the most-likely-to-convert prospects with hyper-relevant content wherever and whenever they’re doing their research.” “Relevance is essential to the success of B2B marketers, particularly now, when breaking through the clutter is difficult,” said Dave Fall, COO of Tapad. “This partnership with Madison Logic allows marketers to leverage their existing customers while identifying and reaching new audiences with messaging tailored to every device.” For more information about Madison Logic’s account-based marketing platform, please visit https://www.madisonlogic.com/account-based-marketing/. For more information about Tapad’s cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Contact us today
NEW YORK, June 1, 2016 /PRNewswire/ — Are Traasdahl, CEO and founder of Tapad, the leader in cross-device marketing technology and now a part of Experian, has been named Founder of the Year by the Nordic Startup Awards. The Nordic Startup Awards’ Founder of the Year Award recognizes an individual that has shown exceptional achievements in fundraising, customer growth, financial savvy, and/or leadership throughout the past year. The Nordic Startup Awards evaluates hundreds of players in the startup ecosystem, ranging from investors and founders, to developers and journalists in Denmark, Sweden, Iceland, Norway and Finland. Taking place in two stages, each country selects its nominees for consideration for the regional awards which were held in Iceland on May 31, 2016. Traasdahl is recognized for his continuous investment in Tapad as a whole, as well as his dedication to growing and developing Tapad since founding the company in 2010. He has led Tapad from startup through a steady period of growth resulting in an acquisition by the Telenor Group for $360 million in February 2016. “I am truly honored to be named Founder of the Year by the Nordic Startup Awards, among so many other remarkable leaders in the space,” said Traasdahl. “That said, this has always been a team effort. We started Tapad with the goal of giving employees unprecedented growth opportunities while developing breakthrough solutions for our clients. This is a win for everyone at Tapad who has committed themselves to these principles over the past four-and-a-half years.” Tapad is reinforcing its commitment to fostering entrepreneurship with the launch of their new Propeller Program. Through Propeller, Tapad will host five early-stage companies at Tapad’s New York headquarters for a year to set them up for global expansion. In its inaugural year, the first participants will come from Traasdahl’s native Norway. For more information on the Nordic Startup Awards, please visit: http://www.nordicstartupawards.com. Contact us today