Driving speed-to-market by accessing target audience insights

Finding the right customers

A leading tax software company wanted to raise early-season awareness to drive site visits and applications. Digital channels were key to connect with audiences—including lapsed users, those that filed with a competitor in previous years, and customers that qualify for free services. The problem? They couldn’t identify valuable audiences and activate quickly with their current vendors in a competitive, highly regulated market.

Speed to market for these programs was a key metric for success, as the tax season is hectic, energized, and always evolving depending on the given macro-economic conditions for the year.

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Driving speed-to-market by accessing target audience insights

Strong customer knowledge boosts conversion rates and site visits.

13%

conversion rate of site visits from lapsed customers

19%

conversion rate of site visits from competitive conquests

25%

conversion rate of site visits from customers that qualified for free filing

Finding the right customers

A robust, quick to market strategy

Here's how Epsilon connected the leading financial brand with the right customers, just in time for tax season.

Engaging core audiences

Using Epsilon PeopleCloud Epsilon Digital and our network of more than 200 million people, our machine learning algorithms identified lapsed users, customers that previously used competitor products and “free filers” (customers aged 21-34 and single)—all without onboarding their first-party data.

Real time optimizations

We customized messaging to each individual based on our consumer data, which spans 7,000+ attributes, for on-the-fly, AI-driven optimizations. Over the course of the campaign, we continually suppressed, retained and prospected based on each individual’s last engagement in real-time.

Allocating spend to the right places

Additionally, we could control media delivery and message frequency to optimize ad spend, shifting budget to audiences that were most likely to generate revenue.

Speed to market for these programs was a key metric for success, as the tax season is hectic, energized, and always evolving depending on the given macro-economic conditions for the year.

Solutions

How can you break through?

We get it. Each industry and each company encounters their own unique set of challenges. But what if we repositioned those challenges as opportunities? See just how far we can go.

Epsilon Digital

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