Prada Group powers media mix modeling with Tealium’s solution for LinkedIn Conversions

Challenge: Integrating first-party data for enhanced targeting

Prada Group, a leader in luxury fashion based in Milan, Italy, wanted to enhance their LinkedIn marketing campaigns by better leveraging first-party data. Thanks to Tealium’s solution for LinkedIn conversions, Prada Group enabled powerful targeting and tracking for their LinkedIn Ads. Tealium’s solution uses the LinkedIn Conversions API.

Prada Group is renowned for its prestigious brands, including Prada, Miu Miu, Church’s, Car Shoe, Marchesi 1824, and Luna Rossa. With a significant portion of their target market active on LinkedIn, Prada Group aimed to expand their social media marketing campaigns on the platform. To effectively target the right audience on LinkedIn, Prada Group needed a way to integrate their own first-party data with LinkedIn’s extensive demographic insights. Additionally, the Prada Group social media team sought to access insights that could enhance the tracking, measurement, and optimization of their campaigns.

Our campaigns are working better, because they are built off our data sets and the data that we have on the LinkedIn platform.” -Paid Social Media Team, Prada Group

Solution: Media Mix Modeling and optimization powered by Tealium

Prada Group connected their customer data platform, Tealium, with LinkedIn using the Conversions API. With this integration, Prada Group was able to manage a continuous flow of customer data across both platforms, seamlessly incorporating unique LinkedIn data into their familiar tools. These data insights provided a richer understanding of the customer, as well as the ability to track off-platform behaviors that impact campaign ROI.

“This integration has given us the data we need to power our media mix modeling and adjust budgets across channels to better optimize our ad spend.” – Paid Social Media Team, Prada Group

Results: Prada Group enjoys elevated campaign precision

Since activating the LinkedIn Conversions API, Prada Group has been able to utilize this enriched data to enhance their LinkedIn campaign strategies. The social media team has reported a clearer understanding of both their new and existing customer base, allowing them to improve ad personalization and targeting.

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