Epsilon drives “staggering” incremental uplift for dream car company

Ben Hughes, Marketing Director at BOTB, says Epsilon’s solution achieved “staggering” incremental uplift.

75.5:1

Incremental Return On Ad Spend  (IROAS)

25%

Epsilon-messaged customers buying 25% more often than non-messaged customers

23%

Epsilon-messaged customers’ lifetime value increased by 23%, against non-messaged customers.

Background

Dream car and lifestyle competition company, Best of the Best PLC (BOTB), wanted to convert high website traffic into paying customers. The customers that did convert needed regular prompts to play again.

Challenges

Create a channel that could match and outperform email, which has historically driven 60% of BOTB’s business revenues.
Replicate the cadence of direct response messaging with the goal of building customer value over time.
Create an on-going personalised conversation with customers and prospects, reminding them of BOTB’s customer offering and nurturing them to conversion.

Solution

Use customer transaction data to automatically decide who to message, and what content would be most effective.
Drive demand rather than convert intent; to remind customers why they initially came to BOTB and use personalised ads to give them reasons to return.
Develop the sales process, turning digital display into a scaled solution that would work with CRM to drive increasing demand over time.

"The platform itself is pretty straightforward – once set up, the algorithms kick-in. Reporting is straightforward and the numbers are easy to drill down into. Of all the channels we work with, this is the one I have had the least concern about, which is pretty amazing considering the scepticism we had at first."

— Ben Hughes, Marketing Director at BOTB

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