CASE STUDY: Applications number increasing by CONSECUTIVE AUDIENCE COMMUNICATIONS
Data types: Ad campaigns conversion data and channels data, one-time and repeated web-site and landing pages visits, dealer centers visits offline data (CRM). Communication channels: display advertising (Google DBM, Yandex, myTarget), e-mail.
To increase communications efficiency by consequent audience communications.
To increase number of test-drive applications
1. Ads campaigns and communications data collection
Including Ads conversion data, e-mail open data, one-time and repeated web-site and landing pages visits, dealer centers visits.
2. Profiling and some audience segments creation
360 degree profiles and audience segments creation dedicated to consecutive communications that includes corresponding advertising message at every step of customer journey leading to target action.
Initially launched Ad campaign, designed to introduce a new car brand, allows to compile a segment clicked on Ad banner
3. Chain of communications launch
After that a new campaign launched for that segment accompanied with a new advertising message and call to apply on test drive.
For those who visited a dealer center for test drive a new reminder e-mail campaign launched also providing additional bonus
Increased number of test drive applications
More information about 1DMP is available by the next link