Challenge
For a brand as influential as Bloomberg, global audiences are nothing new. But as the company looked at its international subscribers, it found it was overspending to acquire search users with low lifetime value, with variation between the highest- and lowest-performing markets as high as 158%. Bloomberg needed to drive efficiency and win users where it mattered most.
Solution
Kepler worked with Bloomberg on a dynamic tiered strategy to reshape its audience acquisition and meet its profitability goals. We targeted high-value markets with an aggressive cost per acquisition of 15% below the U.S. baseline, while lower-value markets were set 30% below.
“We're constantly striving to innovate and find new ways to drive business growth. We look forward to continuing our partnership with Bloomberg — and expanding their international footprint.”
Kevin McGee, Director, Client Solutions at Kepler
Results
By eliminating lower-value targets, Bloomberg could concentrate on markets with the greatest return — and position itself for scalable growth.
