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By Alexandra Bruell Bacardi last October ran a test to tell whether its campaign promoting Bombay Sapphire in the U.K. could boost sales and brand favor and in the process help answer a broader question about the long-term fate of its digital marketing as the way consumers are targeted for ads faces a shift. The campaign took 10,000 anonymized identities of people who had visited the gin brand s distillery or website, and sent them offers like promotional emails or Instagram ads promising drink recipes and early access to new products. The result was a click-through rate, which indicates how often ad exposures lead to clicks, around 9% higher than previous campaigns that relied on common but now endangered targeting methods, such as using data from third-party sources. The new campaign also saw a 14% increase in cost efficiency as measured by a cost-per-click metric.

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