Cancer Treatment Centers of America® Uses Attribution to Measure Linear TV’s Impact and Improve Efficiency
Cancer Treatment Centers of America® (CTCA) is a national, comprehensive cancer care network with three hospitals across the United States. It’s founded on the idea of personalized cancer care, where every patient gets a unique combination of treatments tailored to their needs.
CTCA has historically used an audience-based buying strategy in linear TV to spread awareness of their groundbreaking cancer treatment centers and innovative treatment technology. However, they struggled to quantify the effectiveness of these campaigns and attribute patient acquisition to the channel. Linear TV has always been a critical way to reach patients and gain awareness, but CTCA wanted to prove its effectiveness and optimize campaigns to improve marketing efficiency. Causal impacts and lift analyses only gave directional performance for how the media performed across different designated marketing areas (DMA). CTCA wanted attribution for every single TV spot, which would power campaign optimization at the spot level to improve the effectiveness and efficiency of linear TV’s patient acquisition strategy.
Merkle leveraged TV post-logs as well as Google Analytics 360 (GA360) and call center data to train a machine learning model for each DMA where CTCA was airing broadcast or cable. For each session and call, the model produced an estimated likelihood that the event was driven by TV, based on the proximity of the event to spot airing time, historical volume of events for that specific time of day, DMA, and audience size. Utilizing Merkle’s Merkury identity resolution solutions, the event logs were connected with CTCA’s first-party data, providing an integrated view of the patient journey across offline and online touchpoints. This unified view led to an overall estimate of the contribution of TV to the journey and the lead’s progression throughout the funnel.
lower total TV cost
increase in response rate
improvement in cost-per-response for linear TV
Optimized linear TV strategies by DMA with data-driven insights
Keys to success
- Attributed patient leads to linear TV spots.
- Increased efficiency and effectiveness of patient acquisitions via linear TV by optimizing the campaign at the spot level, based on when CTCA’s target audience is likely to respond to an advertisement.
- Activated optimized broadcast and cable campaigns and continued to model and analyze additional opportunities.
- Utilized spot-level TV, website session, and call center data to train a machine learning model leveraging the ensemble method, using technical platforms like Python, Google Cloud Platform, and Tableau to build, share and display the outputs of the model.