Analytics, Measurement & Attribution
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- Winning Category: Analytics, Measurement & Attribution
- Campaign: CBOE Execute Success Campaign
- Client: Chicago Board Options Exchange
- Agency: Stein IAS (America)
The Lowdown: The campaign’s goal was to determine under which conditions the target audience of traders would be most likely to respond to Chicago Board digital advertising – and use that intelligence to drive future media planning and form the foundation for additional studies.
The Chicago Board Options Exchange (CBOE) and Stein IAS (Amercias) teamed to apply advanced data analysis to drive marketing strategy and results. CBOE is the leader and pioneering exchange for trading options and volatility products. Last summer, the agency began to more closely examine the relationship of broader market activity to advertising response.
Stein collected and analyzed click-through rate data for CBOE across all digital display venues for several months. The data was analyzed by day of week and hour of day – overlaying daily market data for DJIA and NASDAQ. Outliers and market anomalies were removed or significantly reduced, such as major CBOE announcements and the impact of higher visibility rich media ad units.
The team was able to discover under which market conditions engagement with CBOE’s ads significantly increased – as well as pinpoint which days saw increased engagement, regardless of moves in the market. Based on this intelligence, the team has been able to accelerate impressions by day and in response to market conditions. CBOE and Stein are currently expanding the analysis further to determine potential impact on engagement with ads by product type according to day of week and market conditions to further hone the ability to serve up the right financial product at the right time for investors to consider and trade CBOE options.
Technology, and more so the integration of disparate platforms into one actionable database, drove the nuanced learning and, ultimately, opportunity for CBOE.
Front-end performance (i.e. response rates) for the campaign outperformed industry benchmarks by 66 percent, website traffic spiked 15 percent and website visits per-user spiked 20 percent. Over 1,200 traders registered for Chicago Board webinars (with a 50 percent average attendance rate).