Case Study: BrandAlley CRM Display

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Learn how real-time CRM data enabled BrandAlley to maximise efficiency of its retargeting investments through RTB. Download the full case study from http://bit.ly/BrandAlleyRTB

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Case Study: BrandAlley CRM Display

  1. 1. GROWING RETARGETING ROI WITHREAL-TIMECRM SEGMENTATION
  2. 2. WHEN CRM MEETS RETARGETINGHow real-time CRM data YEAR OVER YEARenabled to 4X Sales Volumemaximise efficiency of its 2X New Customersretargeting investments 4X CRM Profiles Matchedthrough real-time bidding
  3. 3. OBJECTIVES CHALLENGE! Maximise efficiency of RTB !   Focus investment on new customers Retargeting Campaign !   Reactivate 12+ months buyers to prevent them from turning to a competitor online outlet TOOLS!   RTB, retargeting, data !   Web analytics and tag management, dynamic creative management
  4. 4. 1.THE GREAT SPLITProspects vs. CustomersCHALLENGE APPROACH!  Segment new versus existing Customers NEW EXISTING CUSTOMERS CUSTOMERS! Optimise pricing and creative for each segment to increase ROI Using login data and cookies, Sociomantic was able to identify 20% of BrandAlley’s website visitors as existing customers and assign unique optimisation logics to each segment
  5. 5. 2. REAL-TIME CRM SEGMENTSApplying Purchase History in RTBCHALLENGE APPROACH!  Segment existing ! Eulerian Technologies passes CRM customers using parameters to Sociomantic in real- CRM data time !  Identify each user according to his!   Focus investments on most CRM profile and his purchase valuable segments to history increase ROI !  Use purchase history data to customise real-time bids and dynamic creative for each customer
  6. 6. PURCHASE HISTORY IN RTB CRM Data Parameters Existing CRM Purchase Customer Customer Profile History Segments BID PRICE & DYNAMIC CREATIVE CUSTOMISED PER USER
  7. 7. Thanks to these refinements of their RTB retargeting strategy, BrandAlley saw: RESULTS 4X mores sales 2X more new customers 4X more users matched to existing CRM profiles for smarter targeting and higher ROICampaign results November 2012 vs. November 2011
  8. 8. “ Thanks to a shared focused on real-timetechnologies and the granular application of our first-party user data, this cooperation betweenSociomantic and Eulerian Technologies resulted in a significant lift in ROI for BrandAlley compared to our original retargeting strategy. “ - Sébastien ROBLES, Marketing Director,
  9. 9. DOWNLOAD THE FULL CASE STUDY:http://bit.ly/BrandAlleyRTBFor more info, contact:LOTHAR KRAUSEVP Saleslothar.krause@sociomantic.comwww.sociomantic.com | www.twitter.com/sociomantic | bit.ly/labsfacebook

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