Hello! switched their DMP to Permutive last year to build a first-party data strategy. More specifically, the publisher wanted to understand and prove the strength of their audience, provide more granular insight and help bust some reputational myths for their advertisers. These would ultimately enable Hello! to have a stronger sales narrative and build relationships with their advertising partners further.
In the last year, the publisher has developed its commercial digital product, across display, social, content and e-commerce. Permutive’s platform was a key part of the product development roadmap, allowing the publisher to bring their product innovations together with a shared common theme of data and targeting at the heart of everything they do.
The next step was to fulfil client requests and investigate what metrics they could offer that go beyond the click, and other traditional measurement benchmarks. Hello! launched Project Drumbeat in response, investigating how overlaying their first-party data segments on commercial campaigns can influence brand awareness and consideration.
The project involved a split test approach and a data journey, through site collection, segmentation and analysis, to targeting and optimisations in-flight. Permutive’s platform was used across the whole journey.
Robbie Bates, Head of Programmatic and Data Strategy at Hello! said: “With more and more partnership campaigns stressing the importance of proving brand awareness and consideration, we thought it would be interesting to explore whether we can tie this to the power of our first-party data.”
The subsequent audience insights are used to power campaign effectiveness reports at ‘Post Campaign Analysis’ (PCA) and on new RFP responses, building Hello!’s creative ideas and sales approach. “Project Drumbeat, powered by Permutive’s platform, allowed us to go beyond the click and prove the impact of our data on brand awareness and consideration,” said Bates.