Initially considering an in-house approach for paid media, the client sought our expertise for a comprehensive media review and training. Realising the task's complexity, post-review, they pivoted to focus on the following two areas and objectives:

Strategy

• In order to achieve these objectives, the first step was for the NightJarr team to conduct a workshop with the client, with the focus on gaining further clarity, identifying KPIs and outlining a measurement framework.
• The paid media work needed a restructured approach that incorporated data-driven marketing, effective audience targeting, innovative campaigns and diverse ad creatives.
• A key project was for NightJarr to create an integrated data structure with GA4 implementation, GTM event tracking and dashboards that enabled seamless data analysis across channels.

Digital media

• The global target audience was strategically addressed at different research stages, transitioning from top-of-funnel inquiries to specific destinations.
• NightJarr leveraged data for precise targeting, creating lookalike audiences and forming a foundation for Performance Max (Pmax) campaigns.
• Collaborating with the client's creative team, diverse ad formats maximised visibility, contributing to the campaign’s success.
• NightJarr's execution led to success and exceeded the client’s objectives and showcased the effectiveness of the approach in delivering value.
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Analytics

• NightJarr implemented GA4 for the client, by following best practices and also ensuring that the setup met the specific requirements that the client needed to be in place around conversions and custom events.
• Custom events, such as form submissions and conversion point clicks, were strategically incorporated for a holistic user journey view and to ensure that the full conversion funnel could be tracked and optimised.
• Leveraging GTM for flexible event tracking meant that NightJarr could ensure a swift rollout without developer involvement, future-proofing and scaling the setup.
• A unique first-party identifier, the "reference number," linked user interactions seamlessly, utilising GA4 Data Import to connect media activity with bookings and revenue.
• The scalable BigQuery Looker Studio dashboard overcame GA4 query limitations and consolidated data for cross-channel analytics.

Results

NightJarr's collaboration with the client yielded exceptional outcomes, surpassing predefined targets and achieving substantial year-on-year growth.
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