How we supported a global retailer to utilise campaign analytics for retaining customers and boosting loyalty throughout the customer journey
SPOT TYPES OF CONTENT RESONATING MOST
WITH THE DIFFERENT CUSTOMER SEGMENTS
IDENTIFY THE MOST EFFECTIVE
OWNED MARKETING CHANNELS
MEASURE THE EFFECT ALONG
THE WHOLE CUSTOMER JOURNEY
Our client’s brand marketing teams were lacking insights into the specific target group behaviors and in designing their owned media campaigns they were depending on general customer research and unchecked hypotheses on what content would resonate with the audience. Additionally, they were not tracking consistently the performance of their owned channel campaigns, which was not allowing them to improve continuously.
They realized the need to establish a data-driven culture where brand marketing is based on specific data insights and empowers the teams to advance in their learning journey towards increasingly effective own channel marketing.
We developed a measurement framework based on the long-term goals of the brand across 5 dimensions along the sales funnel. For every seasonal campaign, we translate its specific goals into KPIs and measure them. In this way, we can determine if the marketing efforts in each season are successful in bringing the brand closer to its longer-term objectives. We collect know-how on which campaign approaches work better than others for the specific target group and steadily improve going forward.
After each campaign, we run analytics measuring the success according to the specific goals and the efforts to fulfill them in the respective season. The measurement covers all stages of the consumer journey.
We benchmark these results towards the ones from the previous seasons and measure the continuous success of the brand.
Campaign Analytics allowed the establishment of a data-driven approach when it comes to translating goals into actionable KPIs. This in turn empowered the team to continuously improve their campaigns based on previous performance and historic customer segments’ behaviour.
More than this, the solution helped to boost engagement and loyalty which translated into better retention and accelerated the customer journey.