Over the past few years, technical limitations and political restrictions regarding the collection and use of third-party data have made it increasingly difficult for advertisers to attribute conversions back to digital media activities. This has made it more difficult to optimize media buying and ensure ROAS and efficiency. To meet this challenge and need, Specsavers together with Acceleration Nordic and MediaCom Group developed Paradigm: a digital attribution and optimization tool that works independently of cookies. Via direct API integrations to the media buying platforms – Google Ads, Facebook Business Manager, and Google Display & Video 360 – Paradigm optimizes budget allocation per media channel and campaign pacing based on performance insights across media channels.
This automation aimed to maximize the impact of Specsavers’ digital media campaigns and to increase business value, which tests have confirmed that Paradigm does. In other words, Paradigm is set to – dynamically and fully automatically – evaluate media investments in real-time and allocate an optimal media budget directly to media purchasing platforms.
Our solution is Paradigm – the first digital attribution and optimization tool.
In addition to evaluating media investments in real-time, Paradigm also activates the updated findings directly in the media buying platforms. The optimal media allocation is activated by a cross-platform algorithm that delivers an optimized budget allocation and pacing across digital media channels and TV to the shopping platforms on a daily basis. This process is fully automated through APIs for media buying platforms. The budget allocation is based on performance data from the dynamic analysis from the past three months. The weekly campaign pacing is assessed on the basis of data from the previous 24 months to take into account seasonal fluctuations such as Black Friday and patterns on weekdays.
The result of the test was unequivocal with a consistently lower cost per acquisition at the conversion point (online booking of sight tests) in all weeks of the test course and a 16% lower total CPA in the test groups compared to the control groups.
This is equivalent to an annual saving in media investment of DKK 3,100,000 across social media, programmatic video and display as well as paid search.
The saved media budget is then reinvested in the same media groups which will result in an incremental turnover of DKK 22,800,000 in Denmark alone.
The prospect of rollout in Sweden, Norway, Finland, and the Netherlands will collectively amount to more than DKK 108 million in increased revenue.
Anette Winther, Group Client Director
Patrick Østergaard, Client Lead
Simone Fiskbæk, Senior Project Lead
Jan Nielskov, Executive Director Data Science
Per Jensen, Head of Modelling and Innovation
Trine Norris, Senior BI Developer
Claus Hjort, Director of Media Communication
Anders Kofoed, Head of Digital & Ecommerce
Jonathan Miller, Digital Marketing Manager