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Signal Enables SurveyMonkey to Manage Vendor Evaluation Process

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Signal, a leader in real-time, cross-channel technology, recently announced it has enabled leading online survey platform SurveyMonkey to test and compare the performance of two retargeting vendors, resulting in a 33 percent reduction in customer acquisition cost.

A/B testing allows marketers to make data-driven decisions that take the guesswork out of optimizing their investments,” said Marc Kiven, Founder and Chief Revenue Officer at Signal. “But because vendor evaluations and other A/B tests are so technically complex to execute, marketers often find it difficult to justify the time and IT support involved.”

Seeking to optimize its media spend, the web-based survey company used Signal’s patented platform to conduct a controlled experiment, known as an A/B test, evaluating an incumbent vendor against the performance of a competitor to learn which media services company provided superior results.

Signal’s extensive network of digital marketing vendor integrations made it simple for SurveyMonkey to deploy retargeting providers for participation in the test,” said Kelly Davis, Senior Vice President of Client Services at Signal. “The flexibility of Signal’s platform made it quick and easy for SurveyMonkey to set up sophisticated data-collection rules that provided precise results, without the need to write code. The test resulted in robust data on customer conversions that showed which vendor produced the most cost-effective, retargeting campaign results.”

Signal’s Open Data Platform enables marketers to make their customer engagement data and marketing technologies work better together. A component of the platform, Signal Tag, allows non-technical users to configure bits of data-collection code, called “tags” or “web beacons,” in seconds, breaking free of lengthy IT cycles.

We hired Signal to enhance our website data collection but quickly realized that its platform provided us with a lot more than tag management,” said Gallant Chen, Director of Online Marketing at SurveyMonkey. “Signal gave us an advanced tool for obtaining granular insights into customer behavior, helping us to reduce customer acquisition costs and strategically increase the ROI on our targeting campaigns.”

 

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