Case Study

How Alliant’s Data-Driven Audience Strategy Transformed a Leading Hotel Brand’s Acquisition Campaign

Neutronian Certified Performance Case Study

Neutronian and Alliant Logos

Challenge

High-quality, privacy safe data is in advertiser demand, but it’s not always easy to understand how different data sets actually perform against each other. Pre-campaign audience planning must carry through to activation, setting up campaigns in a way that allows for accurate comparisons.

Alliant sought to prove that their investments in data quality and audience development ultimately translate to stronger performance for advertisers.

CLIENT

Leading Hotel Brand

Certified Data Provider

Process

Neutronian and its buy-side partner developed a process where the Neutronian certified Alliant segments could be compared head-to-head with non-certified segments on campaign performance.

  • Working with Neutronian, Alliant developed a bespoke audience strategy for a leading hotel brand aiming to drive conversion and lower costs for their new customer acquisition program. An innovative data strategy to target audiences based on past travel purchases and behaviors was created using a data modeling approach.

  • Three custom models were developed using data from the Alliant DataHub, a unique Member database that can analyze billions of consumer transactions. The custom models combined and analyzed data from past credit cards purchases, brand signal, and stays at similar hotels.

  • Each model successfully predicted audiences with highest propensity to choose the hotel brand.

Results

The hotel brand successfully utilized Alliant’s modeled audiences to lower their cost per acquisition (CPA) significantly across their Q4 2023 programmatic advertising effort.

The data from the test showed that Alliant’s Neutronian Certified audiences performed better than RON/Demo and non-certified other third-party audiences by:

Yielding lower conversion costs

The Alliant models achieved a $53 CPA which was $161 lower than run-of-network/demo audiences and $37 lower than competitive third-party audiences.

The agency of record placing this Hotel brand’s media continued targeting the Alliant modeled audiences into Q1 2024, while expanding the use of Alliant audiences for other clients in this vertical and beyond.

“Alliant strives to deliver high quality solutions and we’ve been long-time advocates for industry quality standards. The agencies and brands that we work with also place value on quality, but at the end of the day it all comes down to how the data performs. By partnering with Neutronian we now have clear performance proof points that high-quality, certified data delivers on advertiser’s KPIs.”

Donna Hamilton, Chief Innovation Officer at Alliant