Partnering with LumenAd ensured ACA was able to:
- methodically organize their different programs, and
- keep tabs on the various audience segments that were interested in each tour.
By carefully measuring engagement for each program, ACA was able to optimize to the audience segments most likely to commit to each tour.
LumenAd’s real-time analytics gave ACA a detailed view of campaign performance they had never before experienced. The ACA team was able to explore tactics by channel that leveraged lookalike modeling data from previous participants in cross-country tours.
These audience segments encapsulated the ideal mix of age, race, gender and interests to target individuals most likely to engage with ACA tours. As a bonus, the time saved on analysis allowed their design to quickly develop the ideal messaging for each campaign.
New Audience Segments
While ACA has always focused their campaign messaging on individuals in the biking community, what they discovered was that individuals interested in broader “adventure travel” were one of their highest converting audience segments. Even though these individuals had never before been on a cross-country bike tour, their desire for new adventures drove trials of the tours.
With the discovery of new and well organized customer segments, ACA implemented unique creative and dynamic landing pages based on each user group. These landing pages allowed them to A/B test different messaging and incrementally improve conversion rates among different prospects.