Campaign Optimization Case Study

Campaign Optimization


  • Financial services company sought to identify the best performing website creative stories, and ad formats
  • Needed comparative measures to evaluate effectiveness of new advertising and new communications vehicles
  • Desire to maximize the lift in favorability across the entire campaign
  • Firm wanted to model and optimize future media plans


  • Through extensive analysis and modeling, identified that total Favorability Gain was a function of the unique combination of specific creative units used on specific   Websites
  • Cost efficiency and effectiveness of each advertising unit and website used were calculated and became inputs into the model


  • Overall diagnostic results were favorable, validating the management team’s decision to move forward with the campaign
  • Advertising agency used model to further improve their media planning process
  • New advertising creative tested to determine if it would improve favorability and maximize the overall lift of the campaign

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