Marketers are faced with the challenge of operating in an overcrowded landscape. A landscape filled with tools of varying degrees of effectiveness, particularly in the world of data. Empowered with real-time performance reporting, Marketers now observe and modify campaigns to reach their goals in the most efficient manner. Chevron recently took on the challenge of determining the most efficient way to drive more customers to Texaco locations.
Chevron Case Study
Using Factual’s Proximity product, Chevron created custom geofences to serve their digital display and video ads to people living within 2-5 miles of their Texaco locations.
Starting with an open approach, Chevron created these resident segments with Factual and created resident segments with additional data partners. Chevron then monitored real-world visit lift to their locations and observed Factual as their most effective partner. Factual outperformed all other resident segments by 116% showing an average $4.31 cost per visit, compared with $16.29 cost per visit.
Factual worked with the Chevron team to monitor performance throughout the life of the campaign, providing recommendations and modifications to geofences, ultimately resulting in the more efficient performance results.
“Factual has continually been proactive about making innovative suggestions toward tackling tough, niche, and restrictive targeting parameters. Their staunch partnership has shown consistent performance alongside ongoing improvements to their capabilities with robust customer support”
– Anthony Scarola, Programmatic Director at Wavemaker
Customizing Proximity Designs
Whether you have a pre-defined list of your store locations or are looking to search for locations based on brand name, or category. Factual has a solution to customize your Proximity-based campaigns.
Here’s a look at three customized approaches to creating geofences with Factual’s Proximity Designer–available through managed service or self-service.
1. Upload a file of your own desired locations and/or areas, including latitude/longitude coordinates and polygons.
Example Use Case: A food delivery company is expanding to a new neighborhood and wants to promote restaurants in their app only to customers within their predefined delivery zones. In Factual’s Proximity Designer, the company can directly upload the vertices of the polygon representing their serviced area(s) and target more efficiently.
2. Tap into Factual’s quality Places dataset, and search for locations based on branded chain names, categories, or take advantage of our in platform suggestions for similar locations, including competitors.
Example Use Case: An insurance company wants to spread awareness of its new offerings to large financial institutions. They do not have a list of financial institution addresses readily available. In Factual’s Proximity Designer, they search and select locations within the ‘Financial Planning and Investments’ category, then further refine by their desired major metropolitan areas.
3. Take advantage of Factual’s filtering features. Our recent release includes an Urban Density Filtering feature, empowering buyers with a ‘smart’ geofence based on the population density of their targeted location.
Example Use Case: A fast-casual dining brand wants to drive visits to its stores by promoting a new seasonal menu. They want to maximize reach and efficiency but know travel times vary in urban, suburban, or rural locations. The brand uses Factual’s Urban Density Filter to mitigate any inefficient advertising spend in urban locations while maximizing reach in rural locations.
Interested in customizing your geofences with Factual’s Proximity Designer? Please reach out to our Strategy Team to receive access and expert guidance.