Zipcar A/B tests everything and used a control group (which saw an ad for a nonprofit) to measure the incremental revenue lift from the campaign. Even if a user clicks on an ad and books a reservation, Zipcar only measures the extra reservations that came from the campaign – not an easy task.
Ultimately, Zipcar saw a 12% incremental brand lift. It also posted a 6X return on ad spend, using a “tight and defensible” three-hour attribution window, much smaller than typical seven- or 30-day windows, Park said.
While ChoiceStream’s polls help Zipcar understand its members better, it also wants to target messages to members based on its CRM database.
Park eventually wants to eventually connect different data points like ad engagement and acquisition to driving behaviors such as what, when and where a member drives.
Zipcar also wants to pull data from its reservation system, so it can ramp up display ads to drive bookings when a region or time looks sluggish.
“If we have a market that’s looking soft for Fourth of July, we can shift budgets and dollars to book ahead of the long weekend,” Park said, adding that she wants to automate that process. “We’re starting to look at refocusing budgets regionally, or toward different parts of week or holidays based on how we foresee utilization in certain markets.”
Her next goal is figuring out how much she can grow her campaign budget and still capture incremental revenue from members. The problem is that they’re a limited pool, Park said.
“There are still further edges to push,” she said, “and members we haven’t been able to find.”
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