Case Studies

2014 Case Study

Texans for Greg Abbott Randomized Controlled Experiment Measuring the Impact of Targeted TV

Overview:

Deep Root worked with independent academics to conduct a randomized controlled field experiment to test each form of voter contact. The test was designed to assess the impact of the campaign’s media buy...

2014 Case Study

Use of DRA Audiences in a Competitive Senate Race

Overview:

Pre-built Deep Root Audiences allowed the Super PAC to be the most influential advertiser of the race, and allowed them to do so quickly and affordably...

2014 Case Study

Texans for Greg Abbott Conquest Advertising with the Kudzu Dashboard

Overview:

Using Deep Root’s Kudzu Marketing Dashboard, the campaign could identify the specific television programs where Davis was out-advertising Abbott on the campaign’s targets, as well as those where Abbot overpowered Davis on those voters most important to the campaign...

2014 Case Study

Optimizing Fall Premieres

Overview:

Deep Root was able to provide all custom clients with insights into how new premieres performed on their targets as each new show aired – some of the new shows we analyzed included “Madam Secretary,” “The Mysteries of Laura,” “How to Get Away with Murder,” “Mulaney,”and “Utopia.”... This allowed our clients to see exactly which shows resonated with their targets and, consequently, gave them the tools needed to be able to shift their buys as necessary.

2014 Case Study

Texans for Greg Abbott Comparing Targeted and Non-Targeted TV Buys

Overview:

Deep Root Analytics was retained by the Greg Abbott campaign in Texas to assist them in media research, planning and analytics. In order to quantify the difference made by using Deep Root’s proprietary TV targeting platform, which includes primary data sources from set-top box data and secondary media consumption sources, we partnered with the campaign’s media buyers to compare a buy that used Deep Root custom target data with one that used only traditional Nielsen demographic data...

2014 Case Study

Custom DRA Ratings Effectiveness in KY Senate Race

Overview:

In early 2014, Deep Root Analytics was retained by a Super PAC to inform its advertising strategy on behalf of Mitch McConnell in the high stakes Kentucky Senate Race. The targeting project used the campaign’s custom voter targets across all DMAs in Kentucky. In an effort to quantify the impact of the targeted television, the campaign requested pre and post surveys measuring the differences between targeted and non-targeted voters...