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HYPHEN INTRO PRESENTATION 2016
THE HYPHEN OFFERINGEURO 2016 CASE STUDY
AN ACQUISITION KNOCK-OUT
Round 1: The Best Creative Round 2: The Best Conversion
Round 3: The Winners Steal The Show
Using its Advanced Analytics platform to analyse and record results, Hyphen partnered with Unibet
during EURO 2016 to drive new first time depositors across social channels.
Our concept was simple: Analyse results using a wide-range of metrics to conduct an Acquisition
Knock-Out tournament. Running across every major territory, we performed rigorous A/B testing and
analysed the results judging performance based on Revenue Generated, Last Click Attributed New
Depositors and Ad engagement. As we progress through the tournament only the best advertising
combinations survive!
Then, with our best selection of targeting, creative, landing pages and copy we drive maximum
possible performance in the final stages of the tournament.
HYPHEN UNIBET EURO 2016
WHERE THE GAME TOOK PLACE
Results Analysed using Hyphen Advanced Analytics Platform
HYPHEN UNIBET EURO 2016
Analysis of quality completed
De-duped Last Click Data
Average Revenue Per FTD
Best Creative
Best Landing Pages
Marketing Optimised Based on Quality
Ads placed in every major territory (6 countries & 7 languages)
THE PLAYERS
Some Of The Creative and Landing Pages Tested3,736 Adverts Published
942 Campaigns Published
154 Audience Clusters Tested
616 Testing Combinations
How Many Variants Did We Try?
HYPHEN UNIBET EURO 2016
HOW DID WE DO?‣ More Sportsbook New Depositing Players
delivered on Social during EURO 2016 than the whole Jan - May 2016 combined.
‣ Weekly volume of New Depositors increased by 535% during tournament compared to the last two months of the club football season
‣ Weekly volume of New Depositors increased by 35% throughout EURO 2016 itself
‣ Even whilst a huge uplift in New Depositors was delivered, Last Click CPA was 30% lower compared to pre-tournament levels
‣ Weekly CPA was reduced by 40% throughout the tournament
HYPHEN UNIBET EURO 2016