Engage Media: Targeting with Efficiency

Client:
Compaq
Compaq Computer Corporation is the second largest computer company in the world and the largest global supplier of personal computers. Compaq develops and markets hardware, software, solutions, and services including industry-leading enterprise computer solutions, fault-tolerant business-critical solutions, networking and communication products, commercial desktop and portable products and consumer PC's.

Objective:
Compaq chose Engage Media Audience Profiling to learn how new marketing techniques and programs will allow Compaq to reach their target audience more efficiently.

Solution:
Audience Profiling allows Compaq to develop buys based on the target audience's click-stream behavior versus traditional practice of aligning media placements with content. Compaq joined the Charter Advertising Program, which generates Audience Profiling Reports from content buys, so Compaq could also develop a better understanding of its target audiences of IT professionals and business owners. A second campaign was run to build demand for Compaq's full range of computing products in small and medium-sized businesses.

Results:
To date, Compaq has used Engage Media's Audience Profiling to send 6 million impressions to audiences in a variety of content channels. At the conclusion of each Audience Profiling campaign, Compaq received an Audience Profiling Report, which uses the Web visitor profiles in Engage Knowledge to illuminate the detailed interests of those viewing and responding to the campaign. From these reports, Compaq learned that technology-savvy Web visitors (including people with an interest in software development tools) and people with an interest in small office/home office businesses responded 32 times and 10 times more often, respectively, than the average viewer. Meanwhile, those viewers with a more general computer interest responded at just the average rate for the campaign. Clearly Compaq has the opportunity to leverage this information to significantly increase future campaign performance. Compaq has committed to running four more campaigns to further define the interests of the target audience and to optimize campaign targeting. Compaq expects to use the information gleaned from this experience to deliver very cost-effective, profile-based impressions.

To find out more about how you can create a marketing solution with these types of results click here: Engage Media

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