Results & Impact
• More efficient targeting from the start—no wasted impressions
• High engagement with the 5,800-strong committed cohort
• Significant lift in campaign KPIs (CTR, viewability, and conversions)
• Improved performance at lower cost due to intelligent data layering
• Faster feedback loops through real-time analytics in Performance Factori
Client
Global Pharmaceutical Company
Objective
To create a highly efficient and targeted media plan to reach infectiousdisease specialists across Europe, using real-time audience intelligence andhistorical campaign performance.
Audience Strategy
Digital Peloton used its proprietary Audience Factori tool to aggregate,refine, and model audience data from various sources. We built a verifiedsegment of 13,000 infectious disease specialists across Europe. Within this, weidentified a core cohort of 5,800 highly engaged, regular users throughbehavioral analysis and content interaction tracking.
Segmentation Approach
By integrating 1st-party engagement data with historical media campaignperformance, we segmented the audience based on frequency of interaction,content preferences, and likelihood to convert. This enabled the creation oftiered messaging strategies and channel prioritization by engagement level.
Media Activation
Using Activation Factori, we launched a programmatic campaign across endemicdisplay, video, email, and search channels. AI-driven real-time optimizationallowed for immediate budget shifts toward high-performing segments andchannels.
Conclusion
This campaign demonstrated the full power of the Digital Pelotonecosystem—where data, audience intelligence, and real-time activation cometogether to drive tangible results in pharmaceutical media. By combiningprecision audience segmentation with historical insight, we deliveredhigh-value outcomes for our client and maximized impact across a niche butcritical healthcare segment.
Factori Products
Audience; Activation; Performance
