Using first-party data to extend advertising platforms’ audience targeting capabilities.
THE CLIENT – Insulet corporation
Insulet Corporation is an innovative medical device company dedicated to simplifying life for people with diabetes through its Omnipod® Insulin Management System.
Our Results
$1m/mo
Efficient Ad Spend Unlocked
14%
Decrease in CPL
15%
Increase in Lead Quality
Challenge
Insulet sought to efficiently scale advertising campaigns for their innovative wearable insulin pump by overcoming audience targeting challenges.
Insulet is an innovative medical device company improving lives through Omnipod – an advanced wearable insulin delivery platform enabling freedom for diabetes patients. Advertising platforms are limited in their ability to target specific audience segments, especially based on specific health statuses of users. This limited Insulet’s ability to efficiently scale their advertising.
Approach
We pioneered an innovative methodology that enables us to finely tune advertising campaigns using Insulet’s own GTM data.
We assessed that we needed a way to better target Insulet’s ideal audience segment beyond the capabilities of advertising platforms. We first attached unique UTM parameters to individual campaigns and passed them to Insulet’s CRM, unlocking performance attribution. We then utilized Insulet’s first-party data in Compass to identify trends across targeting, ad creative, and copy, enabling us to refine targeting and messaging for subsequent campaigns.
Outcomes
Our methodology unlocked dramatic increases in our ability to efficiently scale advertising performance.
Leveraging first-party data enabled us to efficiently scale monthly advertising spend, unlocking over $1mil/mo in incremental ad spend. Beyond scale, we also increased overall GTM efficiency, decreasing CPL and increasing global lead quality metrics.
next steps
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“Wheelhouse is truly a part of my team, and treat our business as if it were their own, continuously looking for improvements and developing new tools and tactics to support us.”
– Monique Trulson, Insulet
