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Three Short Marketing Analytics Case Studies to Inspire You to Love Data

From engagement statistics to content analytics to conversion metrics, data is a big part of most social media managers’ responsibilities. But that doesn’t necessarily mean you enjoy processing marketing data or drawing conclusions from it. If data isn’t exactly your favorite part of the job, these marketing analytics case studies may change your mind. Find […]

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Digital Marketing Case Studies: 7 Best Examples

Martyna Targosz

A digital marketing case study is a detailed analysis of a real-world campaign or strategy that showcases how a brand achieved its marketing goals, whether through increased Google Ads conversions, enhanced organic traffic, or significant revenue growth. Case studies are powerful examples of digital marketing in action, offering solutions and insights that can help businesses navigate their own online marketing challenges. By examining digital marketing case studies with solutions, companies can clearly see how specific tactics, such as SEO, content marketing, social media, and email campaigns, deliver measurable results.

Still, case studies are also great tools for brands, showing their expertise and encouraging potential customers to consider them a reliable partner. As reported by Content Marketing Institute,  66% of B2B marketers rank case studies among the top three most effective lead generation tools .

In this article, we explore seven examples of digital marketing case studies that highlight successful strategies across different areas of Internet marketing. From lead generation to brand awareness, each case study serves as a use case that digital marketers can learn from and apply to their own efforts. By delving into these examples, you’ll gain insights into crafting an online marketing case study and discover how industry leaders use these resources to show their expertise.

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What Is a Digital Marketing Case Study?

A digital marketing case study is an in – depth description of a particular marketing campaign or strategy , showcasing how a business achieved specific goals using digital channels . Case studies illuminate the campaign’s tactical approaches, strategic thinking, and technological toolkit while shedding light on the challenges faced, the actions taken, and the ultimate impact. A digital marketing case study presents a clear narrative of the problem, solution, and results, offering valuable insights for others.

These stories are valuable for marketers and business owners because they provide real-life examples of successful marketing efforts, serving as both instructional aids and proof of effectiveness. Developing case studies can help boost a brand’s credibility by showcasing its expertise and ability to achieve similar positive outcomes in similar scenarios. Thus, case studies are powerful assets for businesses looking to attract new clients or justify marketing efforts .

At their core, digital marketing case studies are both compelling stories and concrete proof, showcasing the tangible advantages of digital strategies in a clear and captivating manner. They spotlight success stories in SEO, content marketing, social media, email marketing, PPC advertising, and other online marketing approaches.

What Is the Importance of a Solution in a Digital Marketing Case Study?

As case studies demonstrate marketing impact, solutions serve as their educational component, providing a clear explanation of the actions taken to address a specific problem or challenge . A case study without a clear solution lacks practical value, as it fails to guide on addressing similar challenges. The main purpose of sharing solutions in case studies is to show the strategies and tactics used to achieve the desired results.

However, a solution is not only a summary of tools or selected strategies. It should highlight creativity, expertise, and strategic thinking applied during the campaign, helping potential clients or stakeholders understand the marketer’s approach. This makes the case study transparent, which translates into building trust among the audience, and showing that the marketer or agency has a systematic process for achieving success.

According to the Demand Gen Report, 77% of B2B buyers rely on case studies during their purchase research. They serve as social proof, boosting the brand’s credibility and influencing the decision-making process.

Furthermore, the solution section is indispensable for highlighting the power of particular strategies, illuminating what worked and why, and inspiring others to elevate their marketing endeavors. It can function as a compass for those navigating similar challenges, elevating the case study from a simple success narrative to a strategic roadmap.

7 Best Digital Marketing Case Study Examples with Solutions

The 7 digital marketing case study examples you’re about to explore illustrate how various brands, with professional agencies’ strategic guidance, have harnessed digital marketing’s transformative power to achieve remarkable results. Moreover, you can inspire yourself from these examples and learn how to develop professional case studies to show your expertise.

Each example showcases different digital marketing strategies, from landing page optimization through paid advertising to SEO and email marketing strategies. Let’s dive in!

1. Landing Pages

The first example is a Landingi case study describing the success story of InfoShare Academy , which focused on campaigns based on landing pages. It shows the power of professional landing page optimization in digital marketing, demonstrating how an optimized landing page strategy can achieve nearly 50% conversion rates and how impactful landing page design and targeted messaging can be.

The case study emphasizes how Landingi’s platform was used to create targeted, user-focused landing pages that aligned with the needs of infoShare Academy’s audience. The ability to incorporate design changes on landing pages and quickly adjust them to the target audience’s expectations (based on data) was key to success. Leveraging Landingi, InfoShare Academy crafted captivating landing pages that mirrored their ad visuals, guiding users effortlessly toward their platform. Their campaign yielded over 600 leads, boasting an impressive 50% conversion rate.

This case study provides valuable guidance for digital marketers, emphasizing the role of tailored landing pages in capturing audience interest and converting website visitors. By clearly illustrating measurable results and practical techniques, it serves as a go-to reference for leveraging landing pages to maximize engagement and conversions.

2. Paid Search Strategy

The second example is a digital marketing case study developed by HawkSEM on paid campaigns for California State University, Northridge. This client needed help in determining the most effective way to enhance their online presence and deciding how to allocate their marketing resources best.

The HawkSEM agency developed a three-month paid advertising plan to boost CSUN’s online visibility. They thoroughly examined the client’s existing strategies, discarding ineffective ones, and analyzed the target audience, keywords, and budget allocations. They optimized PPC campaigns and experimented with different ad copies, keeping a close eye on updating negative keyword and location lists. This data-driven approach led to a remarkable 50% increase in lead generation while significantly lowering CPA costs.

The agency described its digital marketing efforts in a well-designed CSUN case study, including the 3 core elements: challenge, solution, and results. They clearly highlighted the before-and-after impact of a PPC campaign and provided quantitative data that validates the effectiveness of HawkSEM’s strategy. The use of clear metrics like lead increase and CPA reduction makes it easy to understand the benefits of a well-managed PPC campaign, showcasing HawkSEM’s ability to meet specific client needs and exceed expectations.

3. Conversion Optimization

The third case study example shows a successful conversion optimization strategy developed for ADT UK by Bloom agency. The agency leveraged VWO to test the efficiency of different CTA buttons on their client’s website. The ADT success story described by VWO showcases how strategic A/B testing can drive significant improvements in conversion rates.

Every effective digital marketing case study typically outlines the client’s challenges, and in this instance, ADT aimed to encourage more users to fill out an inquiry form. The solution section illustrates how ADT tested various call-to-action buttons to boost conversions while also highlighting how VWO streamlined this process. This approach not only showcases the product’s practical application but also emphasizes its value. Additionally, the case study delivers clear and quantifiable results, revealing a remarkable 60% increase in conversions.

This CRO case study offers a detailed, step-by-step overview of the testing strategy, providing valuable insights for replicating similar successes. With a strong focus on metrics, user behavior analysis, and strategic adjustments, it serves as an engaging example of how data and experimentation can greatly improve conversion rates.

4. Lead Generation

The fourth digital marketing case study example is a success story of Schumacher Homes’s lead generation strategy, described by the Single Grain agency, which assisted this brand in developing a successful strategy. It highlights how a well-crafted approach can transform a platform perceived as unsuitable for lead generation into a valuable source of high-quality leads.

The campaign focused on a specific audience – veterans – and highlighted the benefits of using a VA loan for custom homes. As the business objectives aimed to capture qualified leads, the agency directed leads to the website instead of using Meta’s on-platform form. Due to Meta’s paid ads limitations, they faced targeting constraints. Single Grain leaned heavily on creative content to guide the algorithm in reaching the right audience, which proved crucial to the campaign’s success. The final results show that Single Grain’s client achieved 30 quality leads (5.62% clicks to leads).

This case study stands out because it highlights the power of precise targeting, creative content, and strategic adjustments to generate quality leads. It provides invaluable insights into overcoming platform-specific limitations and leveraging the right audience and messaging. The success metrics and transparent reporting of challenges and solutions demonstrate measurable results, making it a reliable guide for other businesses aiming to achieve lead generation on platforms they might initially overlook.

The fifth example illustrates Robbie Richards’ case study , which focused on SEO strategy. Michael Karp leveraged the strategy for UAV Coach to increase organic traffic and improve domain authority in search engines. The case study reveals how a 6-step SEO process led to a dramatic increase in organic traffic for UAV Coach, resulting in 150,732 visits, an 11,065% increase, in just six months. This significant growth shows the effectiveness of the implemented SEO strategy, but the case study offers much more than just an inspiration.

Its extensive solution section explains a replicable process that includes in-depth keyword research, content optimization, technical SEO improvements, and backlink building. Each step is well-documented, providing a roadmap for others to follow. The transparency in sharing the process offers invaluable insights for other businesses aiming to improve their organic rankings by leveraging existing content. By focusing on targeted SEO actions and demonstrating clear, quantifiable results, this case study is a strong reference for effective SEO practices that drive growth.

6. Social Media Campaigns

The sixth example showcases one of the digital marketing case studies focused on social media strategy. The Little Media Agency describes the success story of their client, Italian Wedding Planners, illustrating the effective use of digital platforms to build a brand, engage audiences, and drive website visitors in a niche market like the wedding industry.

The strategy focused heavily on Instagram, one of the most popular social platforms, which is well-suited for visually driven industries. Little Media Agency curated posts that highlighted Italy’s scenic wedding locations, capturing the attention of couples seeking a dream wedding. They also implemented targeted paid advertising campaigns to increase reach and engagement, attracting the right audiences.

This case study is an excellent demonstration for digital marketers because it shows how to harness the power of social platforms to reach specific audiences. It provides measurable results, showcasing a clear connection between digital strategies and increased engagement. By effectively using targeted content and paid advertisements, this case study serves as a guide for other businesses aiming to grow their brand and capture leads in a visually oriented market.

7. Email Marketing Strategy

The last example is the CodeCrew case study of PetLab Co’s email marketing strategy. It clearly illustrates how effective email campaigns can lead to notable boosts in engagement and sales. The described campaign resulted in a remarkable 53.33% increase in click rates, showcasing a significant enhancement in audience interaction. Furthermore, it also achieved a 37.5% rise in open rates, suggesting that the tailored messaging truly struck a chord with PetLab Co’s audience.

CodeCrew solution was to use advanced segmentation to tailor content for customer groups, ensuring relevant and personalized emails. This strategy boosted overall email performance and customer retention. As they highlighted, A/B testing was crucial in optimizing the campaigns. They tested subject lines, email designs, and content formats to discover what generated the best results, providing a data-driven approach to campaign optimization.

The clear and measurable results shown next to the solution make it a trustworthy resource for businesses looking to enhance their email performance. Outlining specific tactics and showcasing the effectiveness of a targeted email strategy offers valuable insights for anyone eager to utilize email marketing to boost customer engagement and drive sales growth.

Where Can I Find the Best Digital Marketing Case Study Templates?

Case study templates are available on various platforms, like Visme or SideTeam, enabling you to craft not only an inspiring success story but also a visually appealing resource you can leverage to strengthen your brand.

Explore SideTeam’s case study templates to showcase your digital marketing strategies and results effectively. They offer PowerPoint patterns for Instagram influencer marketing, LinkedIn marketing, digital advertising agencies, enhanced digital engagement, inbound marketing, and more.

Visme provides a comprehensive range of customizable case study templates that cater to various industries, including SaaS, real estate, finance, B2B, and social media. These templates facilitate the integration of your brand’s visual identity and can be downloaded in high-resolution formats.

Where Can I Find the Best Templates for Digital Marketing Case Study Landing Pages?

To create professional digital marketing case study landing pages, use Landingi , a top-tier platform that offers over 400 fully customizable templates tailored to various industries. With Landingi, you can start by selecting a template best suited for your target audience, then seamlessly design a visually compelling page to showcase your success story in a polished, professional way.

Within a user-friendly page builder, you can easily incorporate your brand’s colors, logo, and other unique design elements to align the page with your brand identity. You can also add interactive elements, client quotes and testimonials, case study highlights, and calls to action, enhancing engagement and leading visitors through the narrative effectively. With Landingi, you can easily expand your reach, creating engaging, multi-language pages to showcase your expertise and attract international visitors.

In addition, Landingi’s built-in analytics tool, EventTracker , enables you to monitor page performance, track visitor behavior, and make data-driven adjustments for maximum impact. A case study page can be a great tool in your digital marketing strategy – it should not only show a success story but also engage potential customers and encourage them to schedule a call or try out your digital product. Landingi offers an A/B testing tool, thanks to which you can easily experiment with various page versions. Data-driven conversion optimization will let you craft a case study page that converts and drives sales.

As highlighted by the Content Marketing Institute, 83% of B2B marketers utilize case studies as a top-of-the-funnel content type for lead generation. Therefore, you should create case study landing pages with compelling calls to action.

With these features, Landingi offers a complete solution for creating high-quality case study landing pages that not only capture attention but also build credibility and encourage conversions.

Leverage These Digital Marketing Case Study Insights

Creating a compelling digital marketing case study is both an art and a science. Each example serves as a powerful tool, not just for showcasing past successes but also for building credibility and attracting new clients. Businesses can create digital case studies with solutions that demonstrate expertise and effectiveness by carefully documenting Internet marketing strategies and highlighting solutions that lead to measurable results.

Crafting these case studies involves more than just reporting numbers; it’s about telling a story that connects with potential clients and illustrates specific digital marketing use cases. By detailing each step taken – from identifying challenges to implementing solutions and measuring outcomes – online marketing case studies become valuable assets that showcase a brand’s unique approach to problem-solving in a crowded marketplace. When thoughtfully constructed, these case studies act as a trusted reference point for others in the industry, positioning your brand as a leader in the world of online marketing.

To fully leverage the potential of sharing success stories, craft case study landing pages with Landingi and discover the power of social proof in lead generation strategies.

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Digital Marketing Case Studies: 35 Examples for Online Success

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How would you like to read the best digital marketing case studies ever published?

More importantly, how would you like to copy the best practices for online marketing that are based on real-world examples and not just theory.

If that sounds, good then you’ll get a lot of value out of this post.

Below, you’ll find a list of the top 35 online marketing case studies along with the results and key findings from each example. There are 5 sections in total covering the different aspects of digital marketing, including content marketing, SEO, PPC, social media, email, video, and affiliate. Within each section is also a link to find even more expert insights and data examples on that particular topic.

By studying these Internet marketing case study examples and applying the lessons learned in your own digital campaigns, you can hopefully achieve similar results to speed up your online success.

Digital Marketing Case Studies

Content marketing case studies, appsumo grew organic traffic 843% & revenue 340%  – omniscient digital marketing case study.

In this digital marketing case study, you’ll find out how Omniscient Digital used a four-part approach to grow AppSumo’s organic website traffic by 843% and the revenue from that traffic by 340$. Includes details on the research process, strategy development, content production, and building links to those web pages.

From 0 to 100,000 Visitors Per Month  – Optimist Digital Marketing Case Study

This online marketing case study example shows you how Optimist took a startup called College Raptor from 0 to 100,000 organic sessions per month. It focuses on the big-picture strategy that was used to achieve that result and explains why it worked. This is a good case study example that demonstrates what successful content creation and promotion look like for startup businesses.

American Kennel Club Increased Online Traffic by 30%  – Contently Digital Marketing Case Study

If you’re in the animal niche and looking for good Internet marketing case studies that can help you grow your website with content creation, then this article by Contently can help. Inside, you’ll learn how the company used a digital content strategy to increase website traffic by 30% for the American Kennel Club. This method attracted both new puppy owners and seasoned dog lovers and resulted in $26.6 million in content value.

3,532 New Beta Users for alwaysAI  – Beacons Point Digital Marketing Case Study

Beacons Point is a digital marketing agency that partners with B2B companies in software and technology to execute results-driven online campaigns. In this case study example, you’ll learn how Beacons Point discerned the right market for alwaysAI, a software company, to target prospects with the content they wanted, and transform the audience into an avid user base using a well-researched Internet strategy and content planning process. As a result, alwaysAI gained 3,532 new beta users, 20,000 monthly website sessions, and a 2,021% increase in traffic within just 10 months.

Online Marketing Strategy Drives 452% Increase In Organic Traffic  – Top Rank Digital Marketing Case Study

In this case study, you’ll learn how Top Rank Marketing used a combination of several digital marketing resources (e.g., content, SEO, social media, and influencers) to help Introhive get more organic traffic to its site to create a higher demand for its SaaS product and improve the brand’s overall digital visibility. This online marketing campaign increased organic search traffic by 452% and raised the average session duration by 155%.

Check out the full list of 15+ Content Marketing Case Studies here .

SEO Marketing Case Studies

How i increased my organic traffic 652% in 7 days  – backlinko digital marketing case study.

Learn how Brian Dean from Backlinko used the “Skyscraper Technique 2.0” to increase his organic SEO traffic to one of his web pages by 652%. It’s also the same approach that helped a brand new post hit the #1 spot on Google within a few weeks. This online marketing case study example is full of screenshots, key findings, and guided steps for you to follow.

From 126 to 121,883 Unique Visitors In Under 6 Months  – Ahrefs Digital Marketing Case Study

This digital marketing case study example focuses on Northmill, a Fintech company founded in Stockholm. It reveals how you can analyze your top business competitors to develop higher-quality SEO content that can gain a large amount of traffic and convert those readers into customers. Read this case study to find out exactly what Northmill did during the search engine optimization campaign to go from 126 unique visitors to 121,883 in under 6 months.

From 0 to 75,000 Visits A Year  – Ryan Darani Digital Marketing Case Study

In this case study, you’ll get complete details on the challenges, limits, budgets, and timeframes for a client in the property industry that went from 0 clicks per day to 300-400 on average with only 60 pieces of content on the website. This is a good SEO marketing case study for any business that’s on a tight budget.

How We 4x’d Traffic and Doubled Revenue in E-Commerce  – Diggity Marketing Case Study

This is one of the best digital marketing case studies for e-commerce using SEO. Inside, you’ll learn how an e-commerce client grew its traffic by 417% in 8 months. You’ll get the exact SEO strategies deployed, content improvements, and backlink marketing tactics. The results speak for themselves: an extra $48,000 in additional monthly revenue was achieved for a total of 112% increase in overall revenue using a strategic online marketing strategy.

6-Step Process That Generated 150,732 Visits  – Robbie Richards Digital Marketing Case Study

In this case study, you’ll learn a repeatable 6-step process that one digital marketer used to get his client to #1 in Google using SEO. This strategy helped him outrank major digital media brands like Mashable, and increase organic website traffic by 11,065% in just 6 months.

Check out the full list of 25+ SEO Case Studies here .

Pay-Per-Click (PPC) Marketing Case Studies

32% increase in return on internet marketing ad spend  – adshark case study.

Learn how Adshark helped dogIDS, an e-commerce manufacturer and retailer of personalized dog collars and tags, achieve a high return on investment (ROI) for their pay-per-click (PPC) campaigns by analyzing historical search terms, categories, and product performance. This case study example demonstrates how Adshark segmented dogIDs Google Shopping campaigns in a way that allowed for better online bid and budget management.

49% Decrease In CPA  – Captivate Search Digital Marketing Case Study

In this case study, you’ll find out how Captivate Search, an Internet marketing agency, helped the Women’s Institute for Health (WIFH) in Atlanta, Georgia, decrease their cost per acquisition (CPA) from $98 to $50 with a strategic PPC optimization in Google Adwords.

20% Increase In Subscribers for Forbes  – Adventure Media Digital Marketing Case Study

Forbes Magazine has been in circulation for over 100 years; however, with print subscriptions on the decline, the company had to get strategic about bringing in new digital customers. The top goals for this online marketing case study were to increase the number of paid subscriptions. In addition to PPC optimization to attract a broad range of ages, income levels, and genders, Adventure Media also used a strategic video marketing campaign to bring in a new wave of college graduates.

139% ROI for a UK Clothing Brand  – Click Consult Digital Marketing Case Study

Boohoo is a British online fashion retailer that has been recognized by top consumer titles like Reveal, Heat, and Cosmopolitan magazines. When Boohoo came to Click Consult, the retailer had been running its own paid digital marketing campaigns for 18 months and seeing poor results (PPC revenue had fallen by 26% YOY). In this example case study, you’ll learn how Click Consult achieved a 139% ROI on online ad spend and a 431% increase in UK non-branded PPC revenue.

ROAS Up 3,197% for Natural Nutrients  – PPC Geeks Digital Marketing Case Study

Discover how PPC Geeks improved the Google Ads campaigns for Natural Nutrients and achieved a dramatic increase in revenue (5,789%) and ROAS (3,197%) year over year. Example paid marketing strategies include granular campaign extension, single keyword ad groups, ad copy A/B testing, KPI-focused ROAS, conversion rate optimization, and more.

Check out the full list of 20+ PPC Case Studies here .

Social Media Marketing Case Studies

793,500+ impressions for semrush on twitter – walker sands digital marketing case study.

Semrush is a global leader in digital marketing software; however, the company needed a strategic partner to help distinguish its brand from competitors, drive a higher engagement rate among its target audience, and build brand loyalty. In this case study, you’ll find out how Walker Sands implemented a premium Twitter microcontent program for Semrush that focused on three things: using humor, embedding the brand in trending conversations, and focusing on the audience’s interests over marketing messages. The result was an increase of more than 793,500 impressions, 34,800 engagements, and a 4.4% average engagement rate.

Viral Oreo Super Bowl Tweet – Digiday Digital Marketing Case Study

During Super Bowl XLVII, the lights went out in the stadium and the Oreo brand went viral with a single tweet that said “Power out? No problem. You can still dunk in the dark.” Read the historical account of that famous digital marketing moment from the people who lived through it so you can gather insights on how to be better prepared for your future online marketing campaigns that you can take advantage of in real-time.

Facebook Posting Strategy That Lead to 3X Reach & Engagement – Buffer Digital Marketing Case Study

In this case study, you’ll find out how Buffer cut its Facebook posting frequency by 50% but increased the average weekly reach and engagement by 3X. Hint: The strategy had to do with creating fewer, better-quality posts, that were aimed at gaining higher engagement.

Achieving a 9 Million Audience by Automating Pinterest SEO – Digital Marketing Case Study

This is a good digital marketing case study example for marketers who use Pinterest. Discover how Chillital went from 0 to 9 million engaged audience members and 268 million impressions. You’ll learn about the step-by-step research process of finding where your audience lives and breathes content, get a detailed analysis of how the author used Pinterest to generate brand awareness, and learn about using community-driven content promotion to scale online results.

5X Increase In App Installs – Bumble Digital Marketing Case Study

Find out how Bumble, a dating app, used TikTok more effectively for social media marketing by following the mantra, “Don’t Make Ads, Make TikToks”. This case study in digital marketing resulted in a 5X increase in app installs and a 64% decrease in cost-per-registration.

Check out the full list of 20+ Social Media Case Studies here .

Email Marketing Case Studies

Collecting 100,000 emails in one week  – tim ferris show digital marketing case study.

This digital marketing case study on email has it all: tips, templates, and code to create a successful email campaign. Discover how Harry’s, a men’s grooming brand, launched its brand online and how it collected nearly 100,000 email addresses in one week. You’ll learn everything they did using the marketing power of the Internet and email so you can try to replicate the results.

The Science Behind Obama’s Campaign Emails  – Bloomberg Digital Marketing Case Study

President Obama’s election has been cited as one of the best digital marketing campaigns in history. And a big part of that success was from strategic email campaigns. Most of the $690 million dollars Obama raised online came from fundraising emails. In this case study example, you’ll learn about the rigorous experimentation conducted by a large team of analysts and the strategies that made this Internet campaign so successful.

Increasing Open Rates from 20% to 29%  – Pipedrive Digital Marketing Case Study

This is one of the best digital marketing case studies on email that any business can learn from no matter the size of the email list. Inside, you’ll find out how Pipedrive used one simple tactic to increase open rates from 20% to 29% that can work with any email software.

25% Reduction In Churn for Peacock  – Braze Digital Marketing Case Study

This is one of the top online marketing case studies that prove why you shouldn’t send out a one-size-fits-all message to your mailing list. It’s a great case study to read about using a year-in-review email campaign to increase user consumption. As a result, Peacock experienced a 25% reduction in customer churn over 30 days, 6% free-to-paid upgrade rates, and a two-point lift in return rate when it came to returning to the service to view content.

The Amazon Email Experience  – Vero Digital Marketing Case Study

In this case study example by Vero, you’ll get a complete analysis of Amazon’s email experience for the user. It takes you from the initial subscriber welcome message to email receipts, shipping updates, thank you content, invites, Black Friday deals, the review email, and more. There are loads of data in this case study and useful tips you can gain and use for your own email campaigns to have better success.

Check out the full list of 15+ Email Marketing Case Studies here .

Video Marketing Case Studies

8,000 video views on linkedin – biteable digital marketing case study.

During the rise of #OpenToWork movement that hit the world during the COVID layoff, one digital marketer named Katie got creative to make herself stand out from the crowd for potential employers. Find out how Katie approached video in digital marketing to amass 800 video views, 54 comments, and 100 new connections. This case study includes simple tips you can also use to get noticed on LinkedIn with the power of video.

163 Million Views On YouTube – Dove Digital Marketing Case Study

Dove launched an online marketing campaign called “Dove Real Beauty Sketches”, which was a three-minute YouTube film about how women view themselves. The goal was to ignite a global conversation about the definition of beauty, and this case study proves how video in Internet marketing helped Dove reach their goal. During its launch, the video received 163 million global views, topped the Cannes YouTube Ads Leaderboard, and won the Titanium Grand Prix at the Cannes Lions International Festival of Creativity. Find out how a combination of great content, YouTube Brand Channels, YouTube Ads, and Google Ads led to this beautiful success.

Dollar Shave Club Viral Video – Making a Video Marketer Case Study

The ultra-famous Dollar Shave Club was a club that no one had heard about before the release of a single video. And within 72 hours, the brand went insanely viral and had more than 12,000 orders for its product. In this case study, you’ll get a complete analysis of the video that made the Dollar Shave Club one of the most talked about companies in Internet marketing that profits from selling $1 razors.

How Artists and Songs Go Viral – EDMProd Digital Marketing Case Study

Although it’s impossible to guarantee that a musical artist or song will go viral, there is a lot to be learned from examples that have gone viral. In this case study, you’ll discover the common threads in every viral music marketing campaign so you can try to use the same strategies for your own music or apply them to an online business.

10X Increase In Video Views – Vireo Video Digital Marketing Case Study

In this example, you’ll find out how Vireo Video helped the “We Are The Davises” YouTube channel 10X its video views. The digital marketing strategy and execution succeeded in driving over 1.2 million subscribers and over 60 million monthly views within 4 months. Inside, you’ll learn about the initial challenges, strategy solutions, and results.

Affiliate Marketing Case Studies

Going from zero to $10k in monthly revenue  – contentellect digital marketing case study.

Follow the steps Contentellect has taken to grow an affiliate marketing website from $0 to $10k a month in under 24 months. Includes a breakdown of the monthly costs, income, and traffic.

Zero to $20k/month In a Year  – Side Hustle Nation Digital Marketing Case Study

In this case study, you’ll learn how the owners of Finvsfin.com scaled their affiliate website from $0 to $20,0000 per month in one year. Includes strategies on keyword research, how to structure content, ways to attract backlinks, optimization tactics to grow traffic, and more.

How I Made $16,433 With One Product  – BloggersPassion Digital Marketing Case Study

This case study example explains how the site owner made $16,433 from a single affiliate product. The information and steps revealed in this digital marketing case study can be applied to any niche.

Amazon Site Earns $2,000/Month with 100 Articles  – Fat Stacks Digital Marketing Case Study

This is one of the best online marketing case studies for affiliate marketers. Dom Wells from Human Proof Designs posted complete details on the Fat Stacks Blog with example content types, content timelines, link types, and link timelines to help other affiliates improve their sites to make more money on the Internet.

Amazon Site Grows from $0 to $4500+ In 4 Months  – NichePie Digital Marketing Case Study

In this case study, you’ll learn how NichePie took a famous affiliate marketing website called 10Beasts to $4,500 in monthly earnings in just 4 months. The site then went on to make $40,000 by month 8 and kept growing. Luqman Khan, the owner, eventually sold the affiliate site for over half-a-million dollars. Inside this Internet marketing case study example, you’ll get important insights into the keyword research process, site structure, content setup, SEO, and link building process. This article also includes a lot of screenshots to help you follow along with the online journey to success.

Check out the full list of 10+ Affiliate Marketing Case Studies here .

What Is a Digital Marketing Case Study?

A digital marketing case study is an in-depth study of digital marketing in a real-world context. It can focus on one digital marketing tactic or a group of strategies to find out what works in online marketing to provide quantifiable results on the Internet.

Are Case Studies Good for Digital Marketing?

Case studies are good for digital marketing because you can learn about how to do digital marketing in an effective way. Instead of just studying the theory of digital marketing, you can learn from real examples that applied online methods to achieve success.

Digital Marketing Case Study Examples Summary

I hope you enjoyed this list of the best digital marketing case studies that are based on real-world results and not just theory.

As you discovered, the digital marketing case study examples above demonstrated many different ways to implement an effective online strategy. By studying the key findings from these Internet marketing examples, and applying the methods learned to your own business, you can hopefully achieve the same positive outcome.

New online marketing case studies are being published every month and I’ll continue to update this list as they become available. So keep checking back to read the current sources of information on digital marketing.

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Marketing Data: 5 mini case studies where marketers turned information into insight

This article was originally published in the MarketingSherpa email newsletter .

Finding opportunity in your marketing data often comes down to pattern recognition. Which one of these is not like the other? And why?

Here’s a simple example Flint McGlaughlin, CEO and Managing Director, MECLABS Institute shared in a coaching session about the Data Pattern Analysis (MECLABS is the parent organization of MarketingSherpa).

Do you notice the deviation in the pattern? The analytics platform calls it out in red, but here is a more obvious view.

What does that deviation from the pattern mean? And does it present an opportunity…or just a dead end?

Analyses and questions like these help marketers use their data to identify opportunities and drive results. To get you thinking of ways to find opportunities in your data, here are five mini case studies form your peers.

Mini Case Study #1: Looking beyond average customers led to 40% increase in website conversion for tourism company

“We examine our sales and marketing data constantly. But on occasion, there are some surprises so large that they make us rethink sacred cows in our business,” said Casey Halloran, Co-Founder & CEO, Costa Rican Vacations .

“I might be murdering this, but I think there's an old saying that ‘the problem with average data is that it's average.’ We found this out the hard way,” he said.

The company regularly examined customers’ average spend, average length of stay and average number of travelers. But one day the team decided to analyze the data in clusters and standard deviations. They found that the previous reliance on the average data was providing an inaccurate view of actual customer behavior.

“Our overuse of average wasn't telling us how dramatically different the outliers were from this average. In fact, there weren't that many real customers who looked like this ‘average client’ at all!” Halloran said.

This discovery inspired changes to the website’s search and product offering, catering to the outliers on the bell curve, versus previously grouping so much around what Halloran refers to as the “mythical average customer.” These website changes drove a 40% improvement in the site’s conversion rate.

For example, the slider for total budget was increased to a maximum of $20,000 in the site’s finder tool. 

Creative Sample #1: New homepage search

 “Sometimes you gotta slice the data differently and, ideally, by third parties who don't care about your old assumptions,” Halloran advised.

Mini Case Study #2: Segmenting CLTV helps technology research firm make smarter investments

Here’s another example of looking past average numbers and diving deeper into the data to get customer insights.

SoftwarePundit had calculated customer lifetime value (CLTV) to be around $200. This figure was calculated as an average of the entire customer base. Major inputs into the calculation were average order value (AOV), order frequency, gross margin, and churn.

“While digging into our churn data, we realized that we had a material percentage of one-time purchasers, and if a customer purchased a few times in the first few months, they basically never churned. Given that churn is a major input, we decided to segment and recalculate our CLTV,” said Bruce Hogan, CEO, SoftwarePundit.

The team discovered it had a material percentage of its customer base with a CLTV around $20 and a material percentage with a CLTV closer to $1,000.

“This insight had two significant impacts on our marketing,” Hogan said. First, it increased the amount of money they were able to spend acquiring customers, provided the team could determine the customers weren't one-time purchasers.

Second, they ran a series of lifecycle marketing experiments focused on getting one-time purchasers to repeat purchase at the early stages of their lifecycles. Through A/B testing, they found a few tactics that nudged shoppers to repeat purchase, and for a small fraction, this turned into a habit that increased CLTV.

For example, they sent emails with coupons offering a 10 to 20% discount on subsequent purchases. Of the tactics they tested, the coupons resulted in the biggest absolute increase in repeat shoppers. However, most shoppers who used the coupons did not become habitual buyers after the coupons were no longer sent.

Another effective tactic was product recommendations. The company’s data science team identified the products that were most often purchased in customers’ second and third orders. When first-time buyers returned to the site, they would get advertisements for these products, in addition to email promotions and social media targeting. This tactic had a higher ROI than the coupons but did not have as large of an overall impact.

“It's critical to segment CLTV. You're better off having an accurate average CLTV than not having a trustworthy figure. However, there's a good chance that this figure doesn't actually describe the CLTV of any individual segment in an accurate way. By segmenting your CLTV, you can unlock more dollars for acquisition marketing, and uncover experiments that will increase CLTV,” Hogan said.

Mini Case Study #3: Targeted SEO outreach helps reviews website garner 178 quality links in two months

Trond Nyland, Founder & CEO, Mattress Review set out to build strong SEO for his website by getting lots of links from quality websites using traditional SEO techniques like guest posting and blogger outreach.

Nyland took a data-driven approach to target this outreach. “We used Ahrefs to get data on which high-quality websites give out lots of backlinks. We figured these websites would be most likely to link to us and specifically focused on targeting them,” Nyland said.

His team focused 80% of its effort on these high-potential websites. After two months, they'd gotten about 170 links from the high-potential websites and just eight from all the other websites. That represents a more than 400% improvement in efficiency by targeting websites that, statistically, give out lots of links. “Long live data!” Nyland said.

The team was able to garner a Domain Rating of 51 in about four to five months using this targeted approach.

Mini Case Study #4: A/B testing helps increase Facebook ROI for auto detailing website

Question everything.

And then let the data show you the way.

“We have discovered that when running Facebook advertising campaigns it is more effective – in ROI terms – to duplicate the campaign and deploy additional capital rather than increasing ad spend on the existing campaign,” said James Ford, co-founder, AutoBead .

The car detailing website ran A/B tests across nine recent campaigns to validate this insight. The approach resulted in a 21% increase in revenue for the duplicated campaigns versus increasing the spend on existing ads.

Mini Case Study #5: Heatmapping helps nonprofit decrease homepage exit rate 3.5%

“While marketing data traditionally helps organizations increase their sales or visibility, in the nonprofit sector, marketing data is crucial to support direct services,” said Susan Ruel, Director of Marketing, Momentous Institute .

The social emotional health nonprofit offers a variety of services including a school, therapy and professional training. At the beginning of 2019, the Momentous Institute team noticed homepage click-through rates were decreasing as exit rates increased. “While I believe the data derived from the basic Google Analytics helps alert marketers to an issue, additional data is often needed to properly diagnose the issue and develop a logical solution,” Ruel said.

So the team used website heatmapping to try to better understand visitor behavior. The heatmapping data showed that homepage visitors were clicking the logo as if they believed they weren’t on the homepage and that the search icon on the left-hand side of the navigation was one of the most clicked-on buttons.

Creative Sample #2: Confetti heatmap of nonprofit’s website navigation

Based on the heatmapping data, the team determined that visitors were overwhelmed with the 13 click options and were not being served click options they expected to receive from the homepage.

The marketing team redesigned the homepage, creating a cleaner main navigation that narrowed down click options to eight and included links to all of the nonprofit’s services.

Creative Sample #3: Nonprofit website’s nav before redesign

Creative Sample #4: Nonprofit website’s nav after redesign

Once the redesign was launched, the homepage exit rate decreased by 3.5% and the amount of time visitors spent on the homepage decreased by 4.8%. “While traditionally the goal is to keep visitors for an extended time, I consider this decrease a victory as it shows visitors could find their desired information quicker,” Ruel said.

But most importantly, click-through traffic from the homepage to Momentous Institute’s direct services – Momentous School, therapeutic services and trainings – increased. “As a nonprofit marketer, it is incredibly rewarding utilizing marketing data to bring additional exposure to your organization’s direct services,” she said.

Related Resources

Data Pattern Analysis: Learn from a coaching session with Flint McGlaughlin

Data-Driven Marketing: 7 examples of using data as a force for the good

Get Your Free Simplified MECLABS Institute Data Pattern Analysis Tool to Discover Opportunities to Increase Conversion

What is Data? A discussion about getting value from your marketing analytics

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Top 7 Marketing Analytics Case Study Questions + Guide in 2024

Marketing Analytics Case study questions in interviews are scenario-based questions that mirror the day-to-day work of analysts.

In marketing analytics case studies, the interviewee is provided with marketing data or a specific scenario, then must develop a detailed solution for the provided case question. For example, in a marketing analytics case interview, you might be asked, “How would you measure the effectiveness of a marketing channel?”

You would then propose marketing analytics metrics that you would be most interested in, like cost per acquisition (CPA) or the return on ad spend (ROAS). Ultimately, the most common types of marketing analytics case study questions include:

• Measuring effectiveness - These questions ask you to gauge the effectiveness of marketing campaigns based on the provided data.
• Marketing analysis - These questions provide data that you can first analyze and then propose marketing strategies based on your analysis.
• Marketing metrics - These questions ask you to propose metrics to assess performance or investigate a problem. An example would be: “Campaign A and Campaign B have the same spend. However, Campaign A is converting at a much higher rate. What metrics would you use to investigate the discrepancy?”

What is Marketing Analytics?

Marketing analytics use data to inform marketing decisions. By integrating data into marketing decisions, businesses can refine their marketing campaigns, better understand what drives customer action and increase ROI on their marketing spend.

Marketing analytics has numerous applications for businesses, including:

• Determining the ROI for marketing campaigns.
• A/B testing marketing messages to find what works best.
• Identifying which messages, advertisements, and marketing activities drive customer action.
• Optimizing and personalizing marketing messages for customers.

Marketing case study questions within interviews mirror the job responsibilities of marketing analysts . For example, you could be provided with data and asked to make an analysis on how the company should allocate marketing spend.

At their core, marketing case studies are scenario-based questions that ask you to present a well-constructed solution to a potential or real-world marketing problem. These questions allow you to apply your marketing expertise to a real case, as well as use your problem-solving and analytical thinking skills to address it.

Marketing Analytics Case Study Question: Example Answer

Here we will review a deep dive into a solution for one of the most common marketing analyst case study questions:

1. How would you measure the effectiveness of different marketing channels?

More context. Say you are running paid advertisements for an online learning business, to drive customers to your curriculum. The business only sells a single course, which costs $100. You have spent $1,000 on Facebook Ads and Google Ads in order to increase sign-ups. What metrics would you be most interested in reviewing your decision and investment?

A version of this question is asked in nearly every marketing analyst interview. Your goal should be to define what “effective” means in this context, and then talk about the most important metrics for measuring it.

Example Solution:

First, start with some clarifying questions like:

• What are the goals of the two marketing campaigns? Is it to increase sales of the course? Generate awareness of the public to your product? Drive engagement from existing enrollees?
• Are these the first two campaigns the company has run? How long have they invested in paid advertising?

For the purposes of this example, assume the goal is to increase sales and that the company already has an established marketing presence on Google and Facebook.

If the goal is sales, we would be interested in return on investment (ROI). That is, if we invest more money into marketing channels that have a higher ROI, we are effectively pursuing the options that maximize our returns.

To understand ROI, there are two main marketing analytics metrics we should focus on:

• Cost Per Acquisition (CPA) - The total ad spend for a marketing channel divided by the number of customers. Ideally, we want CPA to be as low as possible so that we’re spending less to acquire customers than they’re bringing in.
• Customer Lifetime Value (CLV) - The amount of revenue brought in by customers from a specific marketing channel. For SaaS companies, acquiring one customer may yield an average of five or six years of annual subscription renewals, such that the lifetime value of one customer is quite a bit higher than the upfront cost to get them to sign up.

Let’s focus on breaking down the cost per acquisition metric. CPA is the average cost to acquire a customer for each marketing channel spent. Here is the following data we are given for this situation:

• We spend $1000 on Facebook Ads.
• 10 individuals converted to customers.
• To calculate CPA, we divide the ad spend of $1,000 by the 10 customers acquired ( 1000 ⁄ 10 ), for an expected CPA value of $100 per customer.

Next, we want to look at the CLV and how it relates to CPA. For our example, the customer lifetime value is $100 (because the company only sells one course, and does not expect customers to purchase multiple times).

• If my course costs $100 and I convert 10 customers (with a CPA of $100 each), then I am breaking even on my ad spending and revenue.
• But if the business adds another course, and on average all customers from Facebook purchase 1.5 courses, then my customer lifetime value is $150, which gives me a $50 profit per customer (the CPA has not increased in this scenario).

Note that CLV is particularly important for subscription-based products because if one channel results in long-term customers with a higher CLV versus a larger payoff upfront but drastically worse long-term value, we would likely want to target the option with the greater long-term outlook.

1. Reviewing Funnel Metrics

Since most marketing is about getting the company brand and mission in front of customers, many times it is up to the internal product team to work on converting customers down the line.

So in marketing analytics, we focus on breaking that CPA number down a bit more into a funnel:

• How many people saw my Facebook ad?
• How many people clicked the ad and viewed the course landing page?
• How many people actually converted?

By reviewing the funnel metrics for CPA, we can learn which channels are the most efficient at turning ad impressions into conversions. This will also help us identify where we need to improve in the funnel.

2. Considering Multi-Channel Attribution

Everything we have covered so far assumes that we are evaluating each marketing channel individually. But actually getting the right data for situations in which it is possible a customer might have interacted with marketing material across several platforms and mediums is the hard part. To separate out the different influences, we are going to have to use tools like Mixpanel, Google Analytics, or internal data systems to measure attribution.

Attribution is defined as the way we allocate and tie a visitor to a marketing channel. And it is not easy. For example, we might see that a customer came from Facebook but then dropped off or got bored on my landing page before seeing a Google Ads campaign and finally converting. From all of this, we still have to choose a marketing channel to attribute the conversion.

If they saw a Facebook ad and didn’t convert but then came back and made a purchase from a Google Ads driven organic search, do we attribute it to Facebook Ads or Google Ads?

There are a few ways to allocate attribution when we run into multi-touch attribution issues:

• First touch attribution - This attributes the conversion to the first campaign, e.g., Facebook Ads for the above example.
• Last touch attribution - The conversion would be attributed to the last campaign, e.g., Google Ads.
• Regression model - This type of attribution model would be developed and may weigh the impact of both the Facebook Ads and Google Ads impression before deciding which deserves the attribution.

Many times we try to improve our marketing techniques by segmenting our paid channels by campaigns. For Google Ads I might run two campaigns: one targeting a certain demographic like younger users and another targeting older users.

If we can find the CPA and CLV by these demographics, we can then zero in on better ratios to target and optimize campaign performance.

3. Next steps

Analytics case studies are generally discussions. The above answer would show that you understand the fundamentals of marketing performance measurement. However, the interviewer may try to steer the question by asking follow-ups or providing new information. For instance, they might ask, “what if the goal had been different? How would the response change if the goal was brand awareness?” The interviewer will now evaluate how well you can pivot and adapt your thinking.

Marketing Analytics Case Study: Video Guide

Here’s a video guide on Marketing Analytics for Online Businesses:

Additional Marketing Analytics Case Study Questions

2. how would you determine how much a company should pay for advertisements on a third-party app.

Case study questions are vague by nature, and it is your responsibility to ask clarifying questions before you jump into an answer. With this case, there are a lot of questions you can ask like:

• How widely used is the app?
• Do we have any information about its user base?
• Are the advertisements click-based or impression-based?
• What placements does the app offer?
• What is the goal of the campaign? Awareness, sales, engagement, leads?
• Is there a target ROI for the campaign?

To best estimate possible costs, you would want to look at historical advertising data. What campaigns have the company run before? What were the funnel metrics for these campaigns, e.g. click-through rates and conversion rates? Besides those two questions, you would need to consider customer metrics like customer lifetime value, average order value, or lead-to-conversion rate.

With this information, you can begin to define the maximum CPC or maximum CPM for advertisements on the third-party app.

3. An e-commerce company is experiencing a reduction in revenue for the past 12 months. What would you investigate to understand exactly where the revenue loss is occurring?

To investigate the revenue decline, you have access to such information as:

• Date of sale.
• Amount paid by customers.
• Profit margin per unit.
• Quantity of item.
• Item category.
• Item subcategory.
• Marketing attribution source.
• Percent discount applied.

A question like this gets asked in marketing analyst interviews to determine if you can propose strong metrics to investigate a problem. You might start by investigating monthly revenue by marketing source, category/subcategory, or by the percent of the discount applied.

This analysis would help you understand if the decline is due to decreasing marketing efficiency, an overreliance on discounts, or if a particular category is declining. Another option would be to investigate changes in profit margin per unit, which could help identify if production costs are rising.

4. Use the provided data to calculate the overall advertising cost per conversion.

More context. You work for an e-commerce company that wants to invest in Facebook Ads. You learn that an ad placement is $0.05 per impression, and the click-through rate (click per impression) is 1%. Based on your historical data, you also know that you have an average of 2% conversion rate on your website.

With this question, model the data to help you calculate cost per conversion.

• 10,000 impressions (at $0.05 per impression) would cost $500.
• This would result in 100 clicks (because the CTR is 1% of 10,000 impressions).
• Therefore, the cost per click would be $5 ($500 ad spend / 100 clicks).
• Since our average conversion rate is 2%, 100 clicks would result in 2 conversions.
• Therefore, the cost per conversion would be $250 ($500 ad spend / 2 conversions).

5. How would you design an A/B test to utilize the marketing budget in the most efficient way possible?

More context. You want to test multiple new channels, including YouTube Ads, Google Search Ads, Facebook Ads, and direct mail campaigns.

Start with follow-up questions. You want to define what “efficient” means, you need to understand the total budget to ensure you could test each channel properly, you want to know about marketing performance to-date, and finally discover if any data exists.

With an A/B testing question, you should propose metrics for the test like:

• Confidence interval.
• Power (likelihood that the change will actually make a difference).
• Length of the test.

Similarly, you would also want to provide a high-level overview of how you would run the test, including gathering data, checking distributions and performing post hoc analysis.

Note: A/B testing questions are not widely asked in marketing analyst roles during their interviews. However, testing and marketing optimization questions are common. Therefore, a simpler version of this question might be: what metrics would you be interested in when testing new marketing channels?

6. Let’s say you work for a financial company. You notice that the credit card payment amount per transaction has decreased. How would you investigate what happened?

More context: You have access to transaction data segmented by product categories and customer demographics.

You might want to consider: Analyzing seasonal trends and consumer sentiment. Understanding how external events, such as economic downturns or changes in consumer preferences, impact spending behavior is crucial. How would you approach identifying key drivers behind fluctuations in transaction amounts?

Note: The question also emphasizes the importance of developing targeted marketing strategies to encourage spending. Therefore, the insights gained should inform our promotional efforts and product offerings to better align with customer needs and preferences.

7. Let’s say you work on the growth team at Facebook and are tasked with promoting Instagram from within the Facebook app. Where and how could you promote Instagram through Facebook?

More context: You work on the growth team at Facebook and are tasked with promoting Instagram from within the Facebook app.

You might want to consider: Analyzing user behavior to understand engagement patterns. Identifying which features of Instagram resonate most with Facebook users could inform targeted promotional strategies. How would you determine the most effective promotional channels within the Facebook ecosystem?

Note: The question also highlights the importance of increasing user retention. Therefore, the strategies employed should not only attract new users but also foster long-term engagement with Instagram’s features.

More Marketing Analytics Interview Resources

Interviews for a marketing analyst role typically include a mix of data science SQL questions , product metrics questions, and sometimes, a data analytics takehome assessment , in addition to the marketing analytics case study. See our guides for more practice marketing analyst questions.

Case study: Adidas uses Google data insights to create targeted storytelling and more relevant product messages

Apr 27, 2020 | Ad tech , Content marketing , E-commerce and E-retailing , FMCG digital marketing , Marketing Case Studies , Online advertising , Online video , Paid search , Programmatic , USA

Case study summary

• Adidas wanted to better understand how its online messages impacted sales
• Shared marketing platform in-house to get data insights to inform creative
• Data now used as starting point for marketing meetings – driving conversation and creative with clearer goals

In a media saturated world, the consumer journey is less predictable. People are drowning in communication and for brands there are so many more points of contact, it’s hard to know which will have the impact they need. Within digital media potential customers could see your message in a million places, from online news sites to Facebook or private shared videos on WhatsApp – and alongside these you have a proliferation of traditional and outdoor channels. This all makes it harder track and attribute ad success for a large company like Adidas.

The brand wanted to get more of the relevant people to see the brand’s message, with the right message at the right point in the funnel to improve marketing effectiveness: this meant the top-of-funnel for the aspirational brand lifestyle messages, but lower in the funnel for specific products, like shoe ranges.

Adidas also wanted to boost the relevancy by incredibly fast campaign delivery.

Adidas switched their digital marketing budget into programmatic display ads. They looked for a new approach that was both real-time and relevant to the step in the customer’s journey.

Using the Google Marketing platform, the brand was able to target based on each step in the funnel of the consumer journey, from watching sports news to researching an activity. They also mapped product interest so could pair the shopper with the specific products they wanted.

The data-driven ads were delivered in real time, when a big sporting event was happening. This meant they were able to use the hero moment of a sport star to push relevant products. The Google platform had segmented audiences built in, so Adidas knew who should receive which message, at which time.

The result for the consumer was hyper-relevance – when an NBA star scored a winning point while wearing Adidas shoes, they saw the ad. The result for Adidas was a game-changer in the relevancy of their message, which in turn overcame the challenge of getting cut through in today’s world of media saturation. The use of big data on a shared platform transformed the relevancy of the message Adidas sent. By targeting based on where people were in the funnel, it boosted the ROI of campaigns.

Not only did it transform cut-through and engagement, it also amplified the connection Adidas has to key sporting events. It improved awareness of Adidas sponsored athletes, letting the brand change the way it raised awareness of its sponsorships, and by association the effectiveness of those sponsorships.

Why it matters

Data drives a new approach to campaign planning. This “test & learn” helped change the direction of all Adidas’ campaigns. Using a single ad platform let their marketing team share insights on whether people interacting with the brand online should be receiving a branding message or a ‘buy this product’ message. Knowing which point they are in the funnel is crucial.

A shared platform for data, and using that as your start point for informing the creative, can boost efficiencies within a marketing team. The Adidas marketing team started every meeting with data insights, together with clear goals. Collectively all this led to improved conversion rates.

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