Westpac
Audience IQ: Automated Dashboards Driving First-Party Performance
Brief
Westpac recognized that real-time insights into first-party audience performance are crucial for optimizing their media strategies. They needed a cohesive way to track how these audiences performed across major platforms—particularly Google and Meta—to ensure they had the right data for refining campaign decisions.
Background
1) Collaborated closely with Westpac’s media, marketing, and technical teams to define reporting goals and ensure stakeholder alignment
2) Built a unified data pipeline using cloud-based architecture and custom APIs to capture audience insights across multiple platforms
3) Developed a user-friendly dashboard displaying audience size, utilization, and performance metrics for immediate optimization
35%
Increase in online orders 2023
Solution
Enhanced Cross-Channel Oversight: A consolidated view of first-party audience performance enabled more precise targeting and media allocation
Improved Reporting Speed: Automated data feeds and intuitive dashboards reduced manual effort, accelerating decision-making
Stronger Collaboration: Marketing and media teams gained a unified framework for ongoing, data-driven improvements
Razorfish’s expertise in data integration and dashboard development empowered Westpac to harness the full potential of its first-party audiences. By delivering actionable insights in near real time, we set the stage for continuous media optimization and smarter investments.
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