Creative Data > Creative Data
CROSSWORD TARGETING
HAKUHODO, Tokyo / MERCEDES BENZ / 2015
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
The Mercedes-Benz JP website receives 8.5 million visits per month. Of that huge number, the car-maker knows hot prospects are few. Our challenge was to develop a system that would enable Mercedes-Benz to recognize its hottest prospects, understand their true desires, and reach out to them with targeted advertising. While Keyword Targeting offers a snapshot of those desires, to really know who is a hot prospect and who is not, we need to see a story rather than a snapshot. Our system, which we call Crossword Targeting, looks at multiple keywords from an individual and detects patterns in them. That pattern reveals a story. And based on the story, we serve up effective ads to hot prospects. This is a world-first technology for delivering the right creative message to the target audience.
Execution
We had better success at identifying hot prospects and delivering ads to them. As a result, click-through rate soared 1,070% compared to the rate from traditional auto interest-based advertising. Mercedes-Benz continues to use Crossword Targeting to better understand the behavior of its customers.
Crossword Targeting. It's a great storyteller!
Implementation
Our Crossword Targeting system extracts, compiles and analyzes multiple search words from a single user. First, the system installs a tag into the last CV page of Mercedes website to capture the data of any visitor who performs an action of a hot prospect—for example, orders a catalog, makes a test drive reservation, requests a dealer meeting, and so forth. Next, the system extracts and compiles the search keywords that the user made before and after visiting the last CV page. Third, the system scores the keywords and flags all “HOT scores.” This system ensures a high degree of probability that a high HOT score is actually a HOT prospect.
Outcome
Based on HOT scores, our system has produced 4,651,824 keyword combinations that allow us to identify and better understand hot targets. We call this world-first innovation Crossword Targeting! In contrast to traditional keyword targeting, which operates with a single list of words, Crossword Targeting has millions of keyword combinations from which to identify hot prospects and deliver ads to them. Even better, the keyword combinations allow us to unscramble hidden life stories behind the keywords, which in turn allows us deliver more precisely targeted ads and gives Mercedes-Benz deeper insights into their hottest prospects. The whole process looks like this:
Step 1. Capture the data of hot prospects
Step 2. Extract search keywords of hot prospects
Step 3. Calculate hot keyword scores
Step 4. Produce 4,651,824 hot keyword combinations
Step 5. Deliver targeted web banners to hot prospects based on those combinations
Step 6. Hot prospects click to visit Mercedes-Benz JP website
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