Jenny Chan 陳詠欣
Mar 19, 2015

CASE STUDY: How Intel China fed on-demand native content to IT decision-makers

CHINA - Intel needed an agile and adaptive solution for content-creation needs across all channels. Combining real-time audience targeting, 'dynamic creative' and native ads in Intel's B2B marketing brought the brand increases in engagement and media efficiency.

CASE STUDY: How Intel China fed on-demand native content to IT decision-makers

Background

As an ingredient brand, Intel doesn’t sell its products directly to IT decision makers. This meant that Intel was lacking audience insights with no database of those decision makers. Before this, the brand could only serve 'standard creatives' to prospects with diversified media behaviour. 

To influence purchase intent in more ways, Intel required a better way to learn what messaging really worked and in what context, in order to eliminate wasted impressions. This highlighted the need to gather audience behavioural data for a holistic understanding of Intel’s prospects so that they could be driven to Intel’s landing pages and converted using dynamic messaging. 

This approach will shorten the long conversion path, as getting IT decision-makers to choose Intel over other ingredient brands isn’t an easy task. Complex decision-making processes are made more complicated as product information and assessments vary drastically at different times and in different contexts.

The bigger challenge was that third-party ad tracking platforms in China were isolated from one another. There was no established model for integrated data analysis to aid campaign implementation. To truly understand Intel prospects, Intel needed data from various sources to be integrated throughout the purchase journey.

Strategy and execution
 
Under these circumstances, Annalect China (the digital measurement and analytics service division of Omnicom Media Group) redefined Intel's audience acquisition method, while OMD China (full-service media network of of Omnicom Media Group) led strategy planning, audience segmentation and targeting optimisation etc. 
 
Rather than continuing to employ high-affinity media placements, media was selected to follow the online footpath of its prospects by leveraging their search and browsing histories to retarget them through Google's DoubleClick Digital Marketing platform.

Data from multiple sources including contextual cookie-level data, dynamic advertising data, onsite data and third-party research data were collected. The vast pool of data then enabled behavioural segmentation and allowed Intel to accurately capture and engage qualified prospects in real time.

Intel also redefined its content and messaging. Rather than trying to populate Intel’s information into ad spaces, its new strategy was to gain the attention of Intel prospects by delivering content they were interested in for continual engagement. As the prospects went through the various stages of the purchase funnel, messaging was tailored to their specific situations.
 
Overall, Intel activated and accelerated the purchase intent of IT decision makers in two stages.

Firstly, a testing stage to analyse the user path and define prospect connection rules with Google DoubleClick Rich Media, DoubleClick Campaign Manager and Adwords strategically serving ads to more than 150 websites on weekdays when IT solutions were actively sought.

Intel also controlled the frequency of its ad exposure to minimise information overload. 5,000+ cookie journeys from ads to landing pages were successfully collected, weighted and conducted with attribution analysis to uncover what makes better content for qualified prospects.

Secondly, Intel distributed dynamic creative content to the qualified prospects at scale and in real time based on the defined connection rules. More than 100 articles were tactically served at stages of the consideration cycle to deliver best-matched content and drive step-by-step engagement. Using real-time analysis, Intel also identified the optimal balance for ad relevancy, volume, performance and engagement.

Results

For the first time, Intel China successfully engaged IT decision makers across all purchase cycles in real time. Over 68 million qualified prospects were engaged, whom Intel could retain for future contact.
 
Engagement rates were 15 times higher than industry average for second-time retargeting and 47 times higher for third-time retargeting.
 
Cost-per-action (CPA) dropped by 48 per cent versus Intel’s previous campaign: nine times lower than the industry average.

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