Driving Change: How Trusted Data from ART Audiences Helped Reach 86% Adoption Rate and Save our Clients Money!

Frustrated by the overabundance of duplicated tech, overpriced fees, and unclear methodologies from data providers, our founders Keith and Erik have been building a more privacy-friendly data platform.

We embraced a cohort-based solution that leveraged privacy-safe means of segmentation and drove the same results or better than traditional 1:1 targeting. The data platform is called ART: Audience Research Tool.

By developing a privacy friendly, cookieless targeting tool, we succeeded in cutting 52% of third-party data costs for our customers and achieved an 86% adoption rate through our custom ART audiences, across all clients.

Change as Strategy

Driving organizational change is no small task. For sweeping changes to occur, the offering must provide advertisers with a better future state that drives tangible, measurable results - whether performance, cost, or both.

By leveraging internal technology, we aimed to provide teams and clients with known and trusted audience data (from the likes of the Census and Data.Gov) to target their campaigns while increasing efficiency.

While change can be challenging, as marketers, we live in a world of change, and our Pontiac clients embraced the opportunity to try something new if it merited the budget.?

Changing the buyer mindset on targeting was the strategy.

Consider Culture

We drove the adoption of change by tapping into the trust and relationships we built with our clients. We pride ourselves on being programmatic experts, and our clients trusted that we would deliver results based on what they needed to see. We leveraged our culture of expertise to build a solid foundation for change.

A Framework to Use

We approached change implementation like this:

• Identified the need for change and scope
• Planned the change
• Implemented the change
• Managed the change transition
• Sustained the change

Lessons Learned From This Process

• You Can’t Please Everyone
• It Takes Time
• Visibility is Critical
• It Takes a Team

Driving organizational change requires a strategic and agile approach that includes a vision for success and an adaptive culture. Our leadership has always been transparent about the company’s current state and combined with our strong future outlook, we built a strong foundation for change.?

The work is never done, but ensuring ongoing communication through our regular reviews and post-mortems helps the change stick long after the business benefits are realized both for Pontiac and our clients.

This article was written by Andrew Llewellyn, PMP