Another major shift facilitated by Adobe Analytics is that L&G can now be infinitely more targeted and granular in its advertising approach, using weighted objectives across every L&G channel — search, display etc. — to ensure all activity is contributing towards the same metrics and business goals.
Weighted objectives allow the Merkle team to weight different analytics events by level of importance to customise and improve the automated bidding, powered by Adobe Sensei. This means they can customise L&G’s bidding algorithm based on whether a prospective customer has already visited their site and where they are in the sales funnel. These automated optimisation tools in Advertising Cloud save Merkle time, dramatically reducing manual maintenance time from 45 minutes to 10 minutes per day.
“Using weighted objectives has completely streamlined our reporting, our approach to optimisation and both ours and L&G’s internal way of working,” says Rebecca Tillman, Manager - Paid Search at Merkle. “We’re fully aligned to L&G’s strategic objectives and everyone is focused on and working towards, achieving the same goals.”
More recently, L&G has used Adobe Analytics to align ad placement with changing behaviours brought about by the COVID-19 pandemic, such as increased focus on fitness and health, while simultaneously avoiding the placement of advertising amidst sensitive content relating to the coronavirus.
By aligning its advertising strategy with data insights, L&G is solidifying its presence as a digital-first, data-driven financial services brand that wants to build a better society for the long term through financial well-being for its customers.