Congratulations to Factual partners Universal McCann (UM) and Cadreon for their award-winning use of location data for BMW’s mobile ad campaign! The mobile campaign was awarded two placements at The Drum Digital Trading Awards USA , including the Chairman’s Award and Most Effective Use of Data.
Factual’s mission as a neutral data provider is to arm our partners with high-quality data so they can innovate on behalf of their clients, and it’s incredibly rewarding to see our partners win awards doing just that with Factual data.
We’ve built a great partnership with Factual. With the addition of comprehensive and effective cross-screen measurement, it has evolved into what we now call ‘Ultimate Data Machine’!
Universal McCann and Cadreon engineered the “Ultimate Data Machine” campaign. By partnering with Factual, they leveraged Factual’s measurement data to integrate offline visitation data with online behaviors for a full-circle view of BMW’s audience.
Factual’s foot traffic data included analyzed lat/long coordinates that were validated and attached to physical places. This data allowed UM and Cadreon to understand whether or not these visitors were previously served digital messaging and to deterministically measure 1:1 visits driven by their entire cross-screen media buy.
Receiving data throughout the campaign gave UM and Cadreon insight into best performing tactics, allowing mid-flight optimization to deliver more relevant, effective and cost-efficient advertising. Cadreon was able to create a 360˚ view of their audience, improve the quality and richness of the data, and drive positive business outcomes.
Congrats again to UM and Cadreon, and we look forward to continuing our partnership to support your innovative, award winning work!