Transforming Media Strategy to Achieve Business Goals: How Adnaut’s Audit Enabled Oxford Summer Courses to achieve Sales Target at lower CPA

Context/Problem Statement

Oxford Summer Courses faced inefficiencies in their media execution despite a 133% year-over-year increase in media spend from July 2023 to March 2024. Leads and sales dropped significantly, and both Cost per Lead (CPL) and Cost per Acquisition (CPA) increased. The client suspected that their media campaigns were not fully optimized and sought a comprehensive analysis to uncover gaps and refine their strategy for better results.

Solution/Approach

Adnaut conducted a comprehensive audit of Oxford Summer Courses' first-party and media data, analyzing performance across multiple channels to identify inefficiencies. Key areas of focus included:

• Tracking & Tagging: Evaluating tracing and tagging setup to ensure accuracy with recommendations for implementing better conversion tracking for better attribution.
• Audience Segmentation & Targeting: Refining audience insights for more precise targeting.
• Channel Diversification & Optimization: Expanding and improving media channel efficiency.
• Creative & Messaging Optimization: Aligning creative strategies with audience needs.
• ‍Budget Allocation & Measurement: Optimizing budget distribution and effectiveness tracking.

Adnaut provided 79 detailed recommendations for a more targeted and efficient media strategy to be implemented over next three months i.e. May to July 2024..

Result

• Oxford Summer Courses realigned their media strategy with their business objectives, significantly improving media efficiency and campaign performance.

• If Oxford Summer Courses had continued with their old marketing strategy, they would have missed their business goal — their North Star metric — by 13%. However, Adnaut’s comprehensive audit, data-driven strategy, and meticulous execution of marketing campaigns led them to achieve their North Star target with their best-ever lead-to-sales conversion rate and a 21% reduction in CPA.

Impact Metrics

• Best-ever Lead-to-Sales Conversion Rate: Enhanced conversion rate which reached 13% in July (130% YoY improvement)
• Achieved North Star Metric: The refined strategy allowed the client to reach their business target within three months.
• 26% Reduction in CPA: Achieved the sales at 26% lower CPA in June and July.

This project underscores Adnaut’s expertise in transforming media strategies through comprehensive audit, actionable insights, and tailored solutions to maximize ROAS and reduce CPA.