Across all of these activations, one thing became clear. Twitter audiences generated a more efficient cost per engagement (CPE) and higher engagement rates (ER) in comparison to other targeting types. In fact, using real-time data targeting, Lenovo decreased CPE by 73% and increased ER by 6.5X.
Engagement rates also dramatically increased with real-time Twitter data. Traditional keyword and handle targeting saw just 4% and 27% of total engagements respectively, while real-time targeting made up 44% of engagements. With Sprinklr’s access to, and refinement of, Twitter’s data, Lenovo was able to achieve higher engagement rates more cost effectively — even during one of the busiest advertising periods for technology companies.