Natural Intelligence Secures Higher Quality Purchases Using Oracle Audiences Within Skai

Background

Natural Intelligence is a global leader in intent marketing. It operates comparison websites that drive high value customer acquisition for leading brands. The team has been using Skai Social for over a year to drive traffic to nine partner websites – a number of which are in the finance vertical.

Challenge

When Facebook restricted targeting options to “Special Ad Categories” within Ads Manager it caused two challenges for the Natural Intelligence team running finance campaigns:

• They were no longer able to target by age, gender, ZIP code, multicultural affinity, or any detailed options describing or appearing to relate to protected characteristics. This meant that the audiences were much less effective.
• They were no longer able to access Lookalike Audiences. Instead, they would have to create a Special Ad Audience based on similarities in online behaviour without considering factors such as age, gender or ZIP code.

Targeting and reaching relevant audiences is key to driving Natural Intelligence’s success for its clients so when Skai announced support for Oracle Audiences, part of Oracle Data Cloud Solutions, in November 2019, they were keen to try it out.

Solution

Oracle Audiences identify a set of users who have already demonstrated intent. Therefore, by being able to access these high value audiences directly within the Skai Social UI, Natural Intelligence was able to hone in and locate users that would be more receptive to their product. 

In addition, Natural Intelligence also submitted a request, via the UI, to create a specific audience based on certain criteria which Oracle turned around in a very short space of time. 

Using this audience data, Natural Intelligence was able to serve its financial services products directly to high value audiences ready to convert. 

Results

Being able to quickly and accurately reach people who fit the targeted behavioral needs, Natural Intelligence was able to convert leads faster and with an 18% lower cost per purchase.