Custom Model Reveals New Prospects for Facebook Targeting

A jewelry and collectables marketer that relied heavily on direct mail for acquisition, was interested in expanding their program to Facebook. As a long-time client of Alliant’s data and analytics services, they asked for help with targeting high quality prospect audiences online.

Alliant used the client’s limited digital transactional data as a seed to build three custom modeled audiences, targeted by:

• Gender

• Family Member

• Purchase Category

In addition, Alliant recommended a few of its on-demand Brand Propensity audiences which included brands that were competitive to the client or aligned with their customer base.

Alliant onboarded all audiences to Facebook for the client’s next campaign, refreshing them monthly for recency and relevancy.

Due to the campaign success, the client was able to increase program rollout by 400%, and they continue to increase their investment in Facebook using Alliant’s audiences today.