Leading up to the campaign, the brand was lacking insight into how consumers were engaging with American Cancer Society across a range of siloed digital channels including their website, social platforms, paid advertising and the open internet.

To begin removing these data silos, we performed an analysis of the charity’s website and corresponding walled ecosystems using Axon. The insights generated from this analysis identified First-Party data collection gaps and also presented an opportunity to revamp the tagging structure on Cancer.org. With our technology now in place, we could identify how visitors were navigating the website as well as how they ultimately got there (e.g. organic, paid advertising, social channels, etc.).

This exercise provided the foundation for a sophisticated ACS audience segmentation strategy and the opportunity to deliver personalized creative messaging based on each user’s donation history.