Data-Driven Marketing for Tax Prep • Empowering TaxSlayer to Optimize Operations

TaxSlayer, a pioneer in online tax preparation, is committed to making tax season seamless and affordable. To reach as many individuals and small businesses as possible, they needed a smart digital marketing strategy that cut through the noise and connected with their audience. With that goal in mind, we joined forces to craft a dynamic approach to trafficking and programmatic initiatives. Starting with CM360 management and quickly scaling to DV360, we created a strategy that resonated with users and boosted engagement.

Our first step was to carry out an assessment focused on identifying immediate opportunities for TaxSlayer to build toward a modern marketing strategy. Our approach revolved around key phases designed to move fast: establishing a baseline understanding of business goals and technical capabilities, conducting strategic interviews with stakeholders to uncover valuable insights, and performing a tech stack audit to pinpoint optimization opportunities.

With these findings in hand, we created a unifying project roadmap that aligned all teams. This included a consolidated media plan that streamlined trafficking needs and ensured alignment across the board.

Through this thorough assessment, we uncovered valuable insights into TaxSlayer’s operations, shedding light on both strategic and technical elements. We identified opportunities for data harmonization and a more effective organizational structure, laying the groundwork for actionable recommendations that would elevate their marketing capabilities. For instance, we suggested tactical targeting improvements, such as adopting creative formats like Native, Native Video, YouTube ads, and Dynamic Creative Optimization (DCO).

We also tested Private Marketplaces (PMPs) tailored to both performance and industry-specific goals, ensuring maximum ad placement effectiveness. To further enhance efficiency, we built a trafficking taxonomy generator to standardize terminology and improve cross-team communication. Additionally, we established an account-wide optimization schedule to keep efforts aligned and proactive. By utilizing Genesis - Monks' proprietary trafficking tool - we were able to more effectively & efficiently build, manage, and optimize campaigns, driving stronger results across the board.

In short, we helped TaxSlayer centralize its data into a single source of truth, enabling smarter marketing decisions and aligning business functions more effectively. By standardizing data and ensuring accuracy across platforms, we empower TaxSlayer to make strategic decisions that elevate customer acquisition while optimizing marketing spend. We’re not just driving immediate results—we’re redefining what success looks like in the fast-paced tax services industry, positioning TaxSlayer as a leader in this data-driven, digital-first era.