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Eurostar logo

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post-click conversion rate

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improved conversion rate

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overall increase in ROI

Challenge

Eurostar's ambition is to become Europe's most-loved travel experience and iProspect’s approach to delivering this business objective is by creating real connections with audiences.

Eurostar wants to send out the right message to the right people at the right time (easier said than done!) and so to develop these ‘real connections’ means truly understanding their audience. 

Solution

iProspect set out to prove that high quality, verified, second-party data has greater value to Eurostar’s sales activation campaigns than widely accessible third-party data. Since The Guardian held a huge data pool of high-quality, premium, affinity-based, socio-demographic audience data, the objective was to uncouple this data from inventory and make the audience segments addressable through other platforms.

The Guardian and iProspect's specialist programmatic team formed an exclusive media-first partnership. The idea set a new bar for programmatic targeting by providing the highest quality, scalable, current and transparent data sets on the market. The innovative proposition comprised two complementary data options: pre-defined and advanced custom audiences. 

Result

60.8% post-click conversion rate

58.9% improved conversion rate through greater relevancy

13.2% overall increase in ROI by using second-party data through a key partner on the open exchange

Net zoals die van de reclame en communicatie, is de autosector constant in beweging en dienen we snel en accuraat te reageren op marktevoluties. We kijken uit naar de frisse inzichten die de Dentsu Aegis groep ons ongetwijfeld zal aanreiken om hier op de meest efficiënte manier mee om te gaan
Ingrid Van Roy, Communication Manager Jaguar Land Rover Belux

iProspect

A global award-winning digital performance marketing agency, iProspect draws upon an in-depth understanding of consumer behavior to help clients meet the fast-paced demands of the convergent world. In 2017, iProspect won over 200 awards, and was named a Leader in The Forrester Wave ™: Search Marketing Agencies, Q4 2017. Top clients include Diageo, GM, Mondelēz, Microsoft, Estée Lauder, P&G and Gucci.

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