Marketers rarely plan to run through their paid media budget too quickly, especially at the beginning of the month. An unexpected increase in CPM spend or paid ad impressions, can rapidly cause what you budgeted for the month to be spent in a few days (or even hours). An event like this could be catastrophic to your total marketing plan as you may have to revise your budgets or pause campaigns to restrict marketing spend. Today’s story shows how an energy solutions provider quickly identifies a sudden increase in CPM spend.
This week’s outlier was identified for an Australian energy solutions provider of liquefied petroleum gas that services more than 240,000 customers and is respected for their safe, efficient, and reliable performance.
How A Sudden Increase in CPM Spend Impacts Marketing Budget
Over a recent weekend at the beginning of April, two Outlier story updates notified the customer of a rapidly increasing cost trend impacting the customer’s CPM. Using Outlier’s Root Cause Analysis feature, this company was able to immediately know the exact paid marketing ad campaigns that were driving the large spike in ad spend. The customer was able to immediately take action to resolve the issue and regain control of their paid marketing budget.
While the customer may have come across this insight during their reporting review, the Outlier insights alerted them over the weekend and they were able to have knowledge of the issue immediately when they began work on Monday morning. Outlier helped to save precious paid marketing budget that most likely would have continued to spend without care until the increase in CPM spend was noticed.
This customer was pleased that Outlier identified this spike in ad spend so quickly. You too can identify meaningful trends in your data with Outlier. Without Outlier, these kinds of insights would require hours, days, weeks or months of analysis. Outlier empowers businesses to take a deeper look at their data and uncover unexpected trends that can help avoid the pitfall of ad spend loss. Sign up for a custom demo to see how an Australian energy solutions provider identified a sudden spike in CPM spend.