Case Study: Automation

Client Overview: Activision

Activision is the world’s leading 3rd-party video game publisher, with a massive consumer base of loyal players worldwide and some of the most popular gaming franchises in the world, led by Call of Duty.

Challenge

Activision’s Marketing Analytics & Audience Development teams were processing massive volumes of data to enable advertising on platforms like Google, Facebook and other social channels.

With increasing campaign velocity, and more new channels entering the mix, the team needed to automate much more of the process to maintain Activision’s ability to target, optimize and measure campaigns efficiently.

“Habu’s technology helps us improve our marketing while protecting our data at the same time."

Tim Cook, Director, Global Marketing Analytics & Audience Development, Activision

How Habu Helped

Habu established a direct integration with Activision’s first-party data environment, ensuring controlled access to data.

We automated audience creation and the delivery of audience and conversion data into key channels, like Google, Facebook and other social platforms.

Habu and Activision are now moving beyond activation to support advanced measurement use cases in Data Clean Rooms.

Results

Key results achieved include:

Fully implemented in <3 weeks for blockbuster campaign launch
Increased frequency of campaign optimization cycles
Freed up Data Science resources for high-value analytics

Contact

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