CASE STUDY: Applications number increasing by CONSECUTIVE AUDIENCE COMMUNICATIONS

Challenges
AUTOMOTIVE BRAND
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.
1.
To increase communications efficiency by consequent audience communications.
2.
To increase number of test-drive applications
Execution
1
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
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
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
Result
+36%
Increased number of test drive applications

More information about 1DMP is available by the next link
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