Optimizing Event Promotion Through Data-Driven Targeting & Custom Audiences – Dale Carnegie
DATE : 2025-12-13
Content Development, Creative Design, Campaign Development & Management, Digital IMC Planning, Media Planning & Buying, Social & Community Management, Social Influencer Management, Social Listening & Research
Context: What Challenge Was Dale Carnegie Facing?
Dale Carnegie planned the “Corporate Culture” event in Hanoi and needed to reach the right decision-makers — business owners, HR managers, mid-level leaders, executives, and professionals interested in organizational development. However, this audience is fragmented across multiple platforms such as LinkedIn, Google Display Network (GDN), and Facebook. This created challenges in budget allocation, audience quality, and conversion optimization.
Our team at Reputyze Asia was engaged to design a performance-driven advertising and tracking strategy to increase registrations and improve lead quality.
Solution: How Our Team at Reputyze Asia Approached the Project
Identifying High-Potential Channels Based on User Behavior
Through platform analysis and behavioral mapping, we identified three core acquisition channels:
- LinkedIn: Strongest concentration of HR leaders, executives, and business owners.
- Google Display Network (GDN): Effective for reaching mid-level managers and HR professionals through industry articles and business content.
- Facebook: Useful for broadening awareness and capturing users with interest in leadership, personal development, and HR topics.
This channel allocation allowed us to prioritize audience quality while maintaining scale.
Using Social Listening to Expand the Potential Audience Pool
We applied Social Listening to gather user signals from:
- Events related to leadership and corporate culture.
- Business communities, entrepreneurship groups, and HR forums.
- Followers of skill development, coaching, and career advancement content.
- Income segments C and D, and users currently shifting career paths.
This dataset became the foundation for segmentation and audience modeling.
Segmentation & Custom Audience Creation via API Integration
From the collected data, we segmented users based on their professional roles and motivations:
- Leadership development seekers.
- HR practitioners or decision-makers.
- Business owners and mid-level managers.
- Individuals exploring training, coaching, or career upskilling.
Each segment was transformed into a custom audience through API integration across Facebook, Google, and LinkedIn. This ensured that every group received messaging aligned with their specific needs.
Developing Tailored Creative Messages for Each Audience Segment
Using insights from the event theme and Dale Carnegie’s content, we developed personalized messages:
- For leaders → content emphasizing culture-driven performance.
- For HR teams → content about building engagement and organizational alignment.
- For business owners → content highlighting team effectiveness and behavioral improvement.
Creative assets were optimized for each platform to increase relevance and conversion likelihood.
Direct Marketing to Strengthen Lead Nurturing & Conversion
Beyond paid ads, we deployed message ads and email marketing to remind prospects, provide event details, and encourage registration completion. This helped improve conversion rates among users already showing intent.
Performance Monitoring Through Social Listening & Behavior Analytics
Data from the campaign revealed key insights:
- Most users clicked the “Register” button at the top of the page but dropped off due to a multi-step form flow.
- LinkedIn traffic showed deeper reading behavior and higher-quality engagement despite lower volume.
- Facebook and GDN audiences tended to register quickly after first exposure to banners.
These insights guided our ongoing optimization of messaging, landing page structure, budget distribution, and audience segmentation.
Conclusion
By combining multi-channel behavioral analysis, social listening, segmentation, and custom audience engineering, our team helped Dale Carnegie reach the right audiences, optimize budget efficiency, and enhance event registration quality. This data-driven framework enabled real-time optimization and improved overall campaign performance.
If your organization is looking to leverage data for more effective communication and audience targeting, connect with our team at: https://reputyze.asia/contact/
Related Portfolio
Optimizing Event Promotion Through Data-Driven Targeting & Custom Audiences – Dale Carnegie
Context: What Challenge Was Dale Carnegie Facing?
Dale Carnegie planned the “Corporate Culture” event in Hanoi and needed to reach the right decision-makers — business owners, HR managers, mid-level leaders, executives, and professionals interested in organizational development. However, this audience is fragmented across multiple platforms such as LinkedIn, Google Display Network (GDN), and Facebook. This created challenges in budget allocation, audience quality, and conversion optimization.
Our team at Reputyze Asia was engaged to design a performance-driven advertising and tracking strategy to increase registrations and improve lead quality.
Solution: How Our Team at Reputyze Asia Approached the Project
Identifying High-Potential Channels Based on User Behavior
Through platform analysis and behavioral mapping, we identified three core acquisition channels:
- LinkedIn: Strongest concentration of HR leaders, executives, and business owners.
- Google Display Network (GDN): Effective for reaching mid-level managers and HR professionals through industry articles and business content.
- Facebook: Useful for broadening awareness and capturing users with interest in leadership, personal development, and HR topics.
This channel allocation allowed us to prioritize audience quality while maintaining scale.
Using Social Listening to Expand the Potential Audience Pool
We applied Social Listening to gather user signals from:
- Events related to leadership and corporate culture.
- Business communities, entrepreneurship groups, and HR forums.
- Followers of skill development, coaching, and career advancement content.
- Income segments C and D, and users currently shifting career paths.
This dataset became the foundation for segmentation and audience modeling.
Segmentation & Custom Audience Creation via API Integration
From the collected data, we segmented users based on their professional roles and motivations:
- Leadership development seekers.
- HR practitioners or decision-makers.
- Business owners and mid-level managers.
- Individuals exploring training, coaching, or career upskilling.
Each segment was transformed into a custom audience through API integration across Facebook, Google, and LinkedIn. This ensured that every group received messaging aligned with their specific needs.
Developing Tailored Creative Messages for Each Audience Segment
Using insights from the event theme and Dale Carnegie’s content, we developed personalized messages:
- For leaders → content emphasizing culture-driven performance.
- For HR teams → content about building engagement and organizational alignment.
- For business owners → content highlighting team effectiveness and behavioral improvement.
Creative assets were optimized for each platform to increase relevance and conversion likelihood.
Direct Marketing to Strengthen Lead Nurturing & Conversion
Beyond paid ads, we deployed message ads and email marketing to remind prospects, provide event details, and encourage registration completion. This helped improve conversion rates among users already showing intent.
Performance Monitoring Through Social Listening & Behavior Analytics
Data from the campaign revealed key insights:
- Most users clicked the “Register” button at the top of the page but dropped off due to a multi-step form flow.
- LinkedIn traffic showed deeper reading behavior and higher-quality engagement despite lower volume.
- Facebook and GDN audiences tended to register quickly after first exposure to banners.
These insights guided our ongoing optimization of messaging, landing page structure, budget distribution, and audience segmentation.
Conclusion
By combining multi-channel behavioral analysis, social listening, segmentation, and custom audience engineering, our team helped Dale Carnegie reach the right audiences, optimize budget efficiency, and enhance event registration quality. This data-driven framework enabled real-time optimization and improved overall campaign performance.
If your organization is looking to leverage data for more effective communication and audience targeting, connect with our team at: https://reputyze.asia/contact/
