Maximizing Media Investment

Luxury brand Tacori expressed interest in exploring novel approaches toward maximizing paid media investment. Simultaneously, our data science team recently enhanced Goodway’s algorithmic suite, RealValue®, focused on identifying the most efficient method to purchase the highest-value inventory for the right price and at the right time. There was mutual interest to see if this new technology could help generate better ROI for Tacori’s paid media.

Our data scientists adapted a new combinatorial inventory algorithm that evaluates impressions based on aggregated attributes indicating a user’s potential value. Goodway partnered with our client, Tacori, a luxury jeweler, to test the new algorithm's effectiveness on campaign performance. The algorithm enabled us to assess auction opportunity values and create a tiered bidding strategy that prioritizes high-value impressions.

Tacori partnered with us to set up a two-week test to determine if the new algorithm would successfully increase bids for the right auctions and generate a higher win rate for better-performing impressions. The post-test analysis showed we won more higher-performing impressions and that Tacori’s conversion rate increased by 2x and its cost per action decreased by 65%.