As a marketing professional, you track cost per 1000 impression (CPM) daily or at least weekly, right? How many CPMs are there to track? You have one per each ad program, so tracking every program daily, can be a lot to manage. Today’s story shows you how a luxury online women’s retailer, finds CPM is too high, but most importantly, how they correct it and get CPM back in alignment. All because they read and acted upon their Outlier update.
An online luxury women’s retailer had been noticing CPM decrease for several weeks. This was good news. The big holiday season had passed and a decrease in CPM is normal for their business. On January 25, this trend started to change for the online retailer. The Outlier story started to show a gradual increase in CPM.
Outlier provided many types of stories including, trend stories, which communicated a trend after several days of the same pattern. In the CMO’s weekly feed, Outlier showed an increase in CPM as a trend story. The increase was substantial at 43% over the model. The CMO immediately looked for a reason why with the Outlier Root Cause Analysis feature.
What caused the CPM to increase?
Based on the Root Cause Analysis for the story, they could see the Fashion Ad group for third quarter brands advertising strapless products was the main reason for the increase. But, it was the first quarter. This third quarter campaign shouldn’t have been running. This campaign was for strapless holiday dresses, which were no longer in stock, high demand or a frequently requested item.
“Outlier saved the day! CPMs too high.”
Online retailer’s CMO comment after viewing the Outlier story
With that comment, marketing at the online retailer took notice and corrected the issue. By the next day, the ad campaign was closed and CPMs were back to a normal range.
You 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 lead to revenue increases. Sign up for a custom demo to hear how Outlier helps an online retailer finds CPM is too high.