WHAT IF TINYCLUES ALLOWS ME TO INCREASE THE VOLUME OF THE CAMPAIGN?
In some cases, Tinyclues AI will suggest sending a volume greater than initially planned for (or is possible with existing internal targeting methods).In this case, with an increase in the Tinyclues segment you will often have a new, larger overlap segment.
In a perfect scenario you would be able to also extend the Internal segment and reach the same volume for both groups, in which case you will just be re-evaluating the new unique segments and a new, most likely larger overlap segment. Unfortunately this is not always possible and the internal segment cannot always be increased.
Typically you can look at this situation in two ways:
Examine new overlap group as a whole with 2 separate exclusive segments
Examine 2 different overlap segments (i.e. Overlap1 and Overlap2) with 2 separate exclusive specific segments as you can see in the example below:
As you can see, because the Tinyclues exclusive segment is increasing (from section 2 to 4 in example) you will also see an increase in the overlap- shown by sections 3 and 5.
To keep things simple, you should still be comparing the exclusive segments 1 and 2 against one another. In this example, because the internal segment could not be increased, the additional revenue and engagement added from the segment 4 (minus the 2, 3, and 5 segments) counts as incremental revenue that would not have been gained if one stuck to the original volume so should be treated as an added benefit of Tinyclues targeting methods (refer to graph page 14).
It is important to keep the 3 and 5 groups separate so we can accurately measure the additional revenue gained from the volume extension. You can first measure the equal exclusive group by comparing 1+5 vs. 2, but also the additional performance gained by measuring 4-(5+2+3).
DIAGRAM SHOWING THE INCREMENTAL REVENUE GAINED BY VOLUME EXTENSION
