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Kenshoo has rebranded to Skai™
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XP INVESTMENTS USES SKAI’S™ EXPERT SERVICES TEAM TO HELP OPTIMIZE THEIR SOCIAL
PROGRAM



29 %
decrease in CPM
36 %
increase in Declared Investment Value


BACKGROUND

XP Investimentos is a Brazilian investment management company. The company
offers fixed income, equities, investment funds, and private pension products,
as well as offers wealth management and other financial services. XP serves
customers in Brazil and has offices in São Paulo, Rio de Janeiro, New York,
Miami, Cayman Islands, London, and Geneva.


CHALLENGE

Rico, a property of XP Investimentos, started working with Skai™ in February
2020 and brought in Skai’s™ Expert Services Team to optimize its social
advertising program, with the primary goal of decreasing CPM and increasing
Website Conversion Value. 


SOLUTION

Skai™ and Rico ran a split cost A/B test to determine how to best optimize their
program. Skai™ implemented a Google Analytics integration to benchmark against
Rico’s goals and was able to optimize directly to GA data, as well as Audience
Bid Multipliers to determine their best-performing gender and age segments. The
analysis revealed Rico’s best demographics and enabled Skai™ to increase the
investment and targeting within this segment. 


RESULTS

The half of the A/B test that utilized Audience Bid Multipliers within Skai™
Social reached Rico’s top segment with 51% of its budget, while the half of the
test that did not target that segment with just 39% of its budget. The half
using Skai™ Social decreased CPM by 29% and increased revenue by 36%.

 * 29% decrease in CPM
 * 36% increase in Declared Investment Value 


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