The creative business data strategy of the campaign led to immediate business results.

Prior to the implementation of the proposed plans, one out of every five users who opened an E*trade account on a given day had seen an impression before opening account.

Through optimization and implementation of targeting tactics, by the end of February 2015, one out of every two users had seen an E*trade impression before opening an account.

During this period, the campaign went from driving 218 opened accounts per day in the month of January to 303 opened accounts per day in February.

E*trade delivered more than 600M display impressions and more than 11M video impressions during the campaign, and the advertiser was able to use the volume as an invaluable tool for gleaning insights and sharpening its focus on users most likely to convert. Through creative use of data and a business-first approach, the agency and The Trade Desk were able to make an impact and deliver conversions for E*trade’s suite of investment products.

Forming a Cross-Channel Prospecting and Awareness Plan

Once the target and trigger events had been identified (discussed above), we proposed layering the models in order to deliver the video and display assets available to users who indexed against the Models.

• Browsers who indexed highly against only one model (either on a high relevance site, in a high relevance geo or had a high relevance data element in their browser) were delivered display banners.

• Users that displayed characteristic in two models would be targeted with video creatives.

• Finally, a user that fit the site, geo, and data models would be targeted with both video and display impressions.

Further, the income study inspired the recommendation to “crescendo” impression deliver leading up to the 1st and 15th of each month in direct response initiatives. The notion was to stay top of mind with potential new investors as they neared pay day.

This correlation between account openings and users receiving an influx of investible income led to developing a prospecting plan around targeting users who may receive year-end bonuses. The plans were designed to incrementally increase delivery to the target audience as pay periods approached (plan illustrated in supporting documents).

By making the hypotheses transparent to the client, the agency and The Trade Desk were able to funnel true business insights up the chain and empower the marketer to make better-informed decisions about their strategic business approach. The results of the campaign further validated the business impact of the data-driven insights.