Audience suppression for paid media efficiency
By not advertising to customers they already had, SeatGeek was able to increase marketing spend efficiency by 30-40%.
SeatGeek was founded in 2009 with the mission of creating a more efficient secondary ticketing market. As part of this mission, the team needed to maximize efficiency across their marketing and technology operations – especially their paid media buying, which represents a significant portion of their marketing spend.
SeatGeek suspected that a sizable percentage of its paid media acquisition budget was being spent on ad impressions being delivered to existing customers—an obvious waste of people’s time and SeatGeek’s budget. At first, the team solved for this by running queries of current user’s device ids, and uploading the queries manually as suppression lists to the major identity-centric media platforms. However, they quickly found this approach to be untenable as it required hours of manual work and was not scalable across platforms.
Using mParticle, SeatGeek was able to automatically sync their user suppression lists to media partners via API. Changes were reflected automatically in near real-time, significantly increasing the efficiency of their spend on those platforms.
SeatGeek’s automated audience suppression strategy led to a 30-40% increase in marketing spend efficiency and a total of 15 hours/week saved in manual reporting and uploading.
Latest from mParticle
mParticle Linting: Real-time event feedback for a cleaner data pipeline
mParticle Linting enables you to statistically analyze code against your data plan as you develop, making it easier to adhere to your company’s data plan and ensure that high-quality data is logged to your mParticle data workspace.
Between two firms: Featuring Hull and mParticle, moderated by the CDP Institute
If you've ever wondered about CDPs and the role they play in both B2B and B2C industries, now is your chance to hear it straight from the source! Join Michael Katz (CEO and Co-founder of mParticle), Romain Dardour (CEO and Co-founder of Hull), and David Raab (Founder of the CDP Institute) on 8 July at 11:30am PT/ 2:30pm ET/ 7:30pm BST for a chat between two of the leading CDP firms.
Tech for Black Founders
Today, only 1% of founders backed by venture capital in the United States are Black. This is appalling and shows how the odds are stacked against Black technologists and entrepreneurs. The onus is on us in the tech community to start evening the odds. In an effort to provide concrete, long-lasting support, Amplitude, Branch, Braze, Radar, and mParticle are coming together to make our software completely free to U.S.-based, early-stage startups led by Black founders.
The Customer Data Platform Comparison Tool
Selecting the right Customer Data Platform for your team is an important decision, but your evaluation doesn’t have to be a complex process. Use this comparison tool to prioritize the platform features that are most important to you and track how different vendors compare.