Global FMCG brand improves conversion rates with first-party data and advanced analytics

APPLICATION OF PREDICTIVE AND ADVANCED ANALYTICS HELPED OUR CLIENT ACHIEVE 2.5 TIMES INCREASED CONVERSION WITH A PRIVACY-FIRST APPROACH

For one international beverage and retail brand managing their customer insights and conversion with third-party cookies had become complex. With third-party cookies consistently challenged and match rates dropping, their marketing team asked us for a solution that would use first-party cookies and data generated on their customer websites as a new foundation for building segments.

In a competitive sector, our client needed a global solution that would improve visibility of their customer touch points, conversions, insights and support a new approach to customer segmentation.

OUR BOLD AMBITION

Our client wanted to use the data signals from their website visits to develop a segmentation model and inform a targeting strategy that would help them improve recency frequency and monetary (RFM) measures and their audience journey, conversions and advanced analytics.

OUR SOLUTION

In partnership with the client Marketing team, and their tagging agency, we implemented a solution in three steps:

• We turned BigQuery into a customer data platform (CDP), connecting log-level data and creating user-IDs through tag management,
  so that segment lists were sent to marketing platforms
• We conducted an ML Analysis to split users based on their buying behavior, and we implemented an RFM of the individual customers
  By combining the data with ML we calculated probability-to-convert based on digital behavior
• Finally, we customized messaging and website experience to adapt to the data finding and predictive model

OUR RESULTS

• Creating a data flow using Tag Manager, Ads DataHub and Campaign Manager 360 (CX360) has enabled us to transform BigQuery into a customer data platform (CDP), that allows advanced ML analysis.
• Through this approach, our client was able to achieve  conversion rates 2.5 times higher than regular retargeting strategies
• The Cloud setup provided deeper insights into customer type and their buying behavior, delivering a data led segmentation of the client’s customer base, based on their likelihood to convert, and enabling long term conversion improvements