St Pancras Station

Eurostar

Say 'Bonjour' to Machine Learning

As a Paid Media Analyst at iProspect, Andrea is responsible for overseeing Paid Search and Social campaigns for clients within the retail and travel industries in the Canadian and UK markets.

Strategy

We saw an opportunity to build a  system that could automate the media buying process for digital performance media. iProspect CORE is machine learning-powered optimisation engine that automatically analyses, activates, and optimises media based on our bespoke algortithms. CORE processes data at a rate of 6bn rows per minute, doubling the impact of performance media in half the time.​

We used CORE to automate the media-buying process for Eurostar, optimising both performance and efficiencies. ​

Essentially, we put paid search optimisation for Eurostar into the hands of our AI-based technology, leveraging the technology to make smarter portfolio buying decisions at a keyword level, improve and optimise search account structures and automate search query report processing. ​

The Results

  • 12%

    Decrease in Cost per Click

  • 26%

    Increase in Conversion Rate

  • 30%

    Decrease in Cost per Action

 

Working hand-in-hand with iProspect on our digital transformation journey; CORE is the latest example of how the agency collaborates to provide innovative solutions that address both our business and digital needs. Initial CORE results are very encouraging, cementing the way we work together for 2018 and beyond.
Guillemette Jacob Head of Marketing & Brand