Delivering data-driven incremental growth thanks to 1:1 personalisation
Background
Despite a wealth of customer data generated through long-established D2C sales channels, our beauty brand client was struggling with data activation, especially when it came to outbound marketing.
Challenges
While our client had developed a single customer view across its business, it still experienced significant problems activating that data, especially when it came to outbound marketing. Epsilon was set the challenge of:
- Leveraging the client’s existing, high-quality data at scale to deliver a more relevant, personalised off-site experience.
- Ensure their marketing spend was invested in creating new revenue, rather than spent on customers who were going to purchase from them anyway.
- Drive incremental return from our client’s marketing spend.
Solution
Through our proprietary identity technology Epsilon was able to leverage the beauty brand’s first-party data at scale. Our approach enabled us to:
- Identify and target high-value customers who had last purchased from the brand up to 8 years ago.
- Create automated personalised messages and start 1:1 conversations with these customers.
- Measure the effectiveness of this activity and adapt it to ensure incremental revenue growth.
”Epsilon’s incremental measurement has been key to understanding the true value of personalised content to our baseline sales. Being able to confidently say to board members that this revenue would not have occurred had we not been running this activity is really, really powerful. It highlights the value and contribution of Epsilon.”
— Spokeperson, Paid Media Manager.
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.
Targeting the right person, with the
best message at the optimal time
best message at the optimal time