A Custom Data/Analytics Solution & Robust Testing Framework
To achieve the client’s goals, Catalyst created a custom solution that married SA360 data with offline revenue data, allowing teams to optimize based on true revenue. Uploads of offline data are now a continuous process, with a majority happening within four hours. The availability and recency of offline data now enables Catalyst to activate dynamic bid strategies around it.
Once the data was uploaded, Catalyst created a testing program to assess how an updated ROAS-based bid strategy performed against the existing CPA-based bidding strategy. Catalyst ran both sets of campaigns without a bid strategy for two weeks to calibrate their performance and ensure traffic was being divided evenly.