Skip to content

Precision Targeting Revolutionizes Education Finance Marketing

A financial services company partnered with Big Village to address the critical challenge of aligning marketing strategy with execution. This case study demonstrates how our integrated approach significantly improved campaign performance and reduced costs.

The Challenge

The financial services client, committed to helping students and families plan, save, and pay for college, needed a targeted campaign to reach college-bound seniors, current college students, and their parents who required financial assistance. The challenge was to create a custom segment that would accurately represent this specific audience across the entire marketing workflow.

The Solution

Leveraging our data-driven approach, we implemented a seamless strategy that maintained segment integrity from research to activation:

Custom Segment Creation

We conducted a qualifying survey of 200 respondents, equally split between parents of college-bound or enrolled students and the students themselves, all anticipating financial assistance needs.

Advanced Modeling

Using the survey data, we developed look-alike models for both segments and mapped them to our proprietary Audience Intelligence platform.

Seamless Activation

The refined segments were then pushed directly to the preferred DSP for campaign activation, ensuring consistency throughout the process. This integrated approach ensured that the carefully researched audience definition remained intact from initial strategy to final execution, addressing the common disconnect in marketing workflows.

Campaign Execution

The campaign ran from June 27, 2024, to August 27, 2024, utilizing the custom segments created through our integrated workflow.

Results

The campaign achieved a remarkable 50% reduction in Cost Per Acquisition (CPA). This significant improvement in efficiency can be attributed to the precise audience targeting enabled by our seamless, data-driven approach.

Key Takeaways

This campaign proves that when data drives every step of the marketing process, brands can turn potential waste into powerful results. By aligning audience insights from research to activation, we didn’t just improve performance—we delivered a 50% cut in acquisition costs that speaks directly to the bottom line.

Workflow Integration

By maintaining segment integrity throughout the process, we eliminated the typical disconnects that occur between strategy development and campaign execution.

Data-Driven Precision

The use of survey data to qualify the seed audience ensured that the campaign targeted the most relevant individuals, improving overall performance.

Seamless Technology Integration

Our proprietary Audience Intelligence platform allowed for direct mapping and activation of the custom segments, preserving the fidelity of the target audience.

Cost Efficiency

The 50% reduction in CPA demonstrates the substantial financial benefits of aligning strategy and execution.