Instead of diving head first we took a step back and looked at data to lead the way. Combining data from several sources developed a holistic view of the target audiences and personas that we wanted to reach. By delving into XACT, our proprietary data management platform, ADA’s social media listening tool, and other data sources we managed to uncover key insights that would influence the campaign’s targeting and the creative tonality of the campaign.
Track consumers with interest in the product through monitoring app usage, especially language apps.
ADA’s Social Media Listening tool uncovered consumer sentiments of those with a high intent towards online learning.
Online traffic to English learning sites uncovered consumers who were already in the market for digital English courses.
By combining these data sets and the analysis of Ghoori Learning’s platforms and purchase channels we were also able to create a customer journey and funnel to better track and attribute a purposeful and sales-driven campaign.