Mix
Select the right mix of inputs to create structured combinations of data, with applied AI used to increase the value of those inputs.
Match
Match it to high-priority outcomes, so you can measure the value of solutions against a clear KPI and quantify the impact.
Integrate
Integrate it by connecting into the embedded AI that is present in the platforms through an efficient integrated ad and martech stack.
We’re here to partner with you in driving sustainable growth
and achieving your marketing objectives
Cloud Advisory
Strategic guidance to design marketing solutions that exceed your business goals through the use of technology and AI.
Cloud Solutions
Custom solutions that deliver value via advanced analytics, predictive models, and scalable data infrastructure.
Licenses & Support
Management of Cloud product licenses to optimize costs and adoption, with dedicated platform and engineering support.
Overview
In collaboration with Google, Jellyfish developed an advanced
value-based bidding strategy. This strategy involved creating a predictive model using CRM and paid search data, which was built in BigQuery, to estimate Customer Lifetime Value (CLTV) and assign predictive values to potential conversions. A new Conversion Action was created, incorporating these predicted values, to better inform the bidding AI algorithm.
By adopting a targeted return on ad spend (ROAS) bidding strategy, Vodafone were able to optimize campaigns based on the enriched conversion data. A two-month A/B test within the Google Ads account was conducted to establish a robust measurement framework, ensuring the statistical significance of the results.
“Google and Jellyfish collaborated with our Digital team to design, develop, and implement a first-party data activation strategy centered around customer value data. This initiative yielded remarkable business results enabling our campaign to expand beyond volume, boosting ROAS while reducing CPA. These positive outcomes pave the way for promising possibilities in the near future: prioritizing conversion value will indeed be a core pillar of our search strategy.”
Emiliano Bozzi, Head of Digital Marketing & Data Strategy | Vodafone Italy
Activations
ROAS
CPA
