CASE STUDY: Argos use data to optimise their TV investment

Provided by Sky Media
Argos was looking to better understand its customers, and by doing so, increase the value generated from its advertising.

What was the Challenge / Background of the Campaign?

Ever since the launch of commercial TV, marketers have shared a common desire to answer the question: "Who watched my TV ad, and who responded by buying my products?" A question retail giant, Argos, wanted to address. In order to better understand its customers, Argos needed to leverage the rich data set it had already built. Sky, with a viewing panel of over 500,000 customers and its ability to securely match customer data sets, was quickly identified as the perfect partner to team up with.

What was the Campaign Objective?

Argos was looking to better understand its customers, and by doing so, increase the value generated from its advertising. With data being key, Argos joined forces with Sky Media to optimise the effectiveness of their TV investment, and to ultimately drive incremental revenue from their tactical TV advertising.

What was the Solution?

In order to tap into the true potential of the shared data sets, Sky Media proposed the following approach: - Match Argos customers with the Sky's Viewing Panel - Strategic TV performance analytics -Target audience segmentations - Optimise TV campaign planning - In-flight adjustments to the plan - Post-campaign analysis using sales data

What were the Results?

- £7million in incremental revenue for Argos - 8% year on year increase in TV targeting against core audiences, as a result of improved targeting and more efficient use of copy - Doubled (x2) average shopping value - Average shopping rates nearly tripled

What were the Key Learnings of this Campaign?

"This project has been a huge success. The work we undertook has radically enhanced our targeting ability and we now understand how to reach our customers better than ever. The success of the project is not down to one individual, but a truly effective tripartite relationship between Argos, Sky and Mindshare. We're looking forward to seeing how the success of this project can be developed further." Nicki Brown, Advertising Controller at Argos

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details8% yoy increase in TV targeting against core audience
All adultsBoth
All
Main Shopper
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearINCREASE SALESRESEARCH
Many more ideas on GetMeMedia.com   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas

Age

Gender

Media Route

Marketing Route

Full Search Options
Getmemedia.com is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Getmemedia.com Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service