Supercharging return on ad spend thanks to first-party data
Challenges
- Activating display and social channels, generating granular attribution insights and connecting page impressions to campaigns.
- Activating in-house data, so that campaigns could be personalised to the individual customer – rather than cookies – and highly targeted banners could be created at scale.
- Quantifying the full impact of its approach by accurately calculating ROAS.
- Providing data that could help RS Components reduce the buying cycle of its customers.
- Reduce campaign time-to-revenue from approximately six months to a matter of weeks.
Solution
Activating the first-party customer data RS Components held offline and targeting customers one-to-one. We recommended RS Components use our end-to-end PeopleCloud solution, which includes:
- Privacy-first audience identification.
- Media buying and delivery.
- Creative services data and insight, enabling RS Components to test real-life, one-to-one customer communication via independent publishers.
Results
RS Components says Epsilon is helping it to:
- Achieve between eight and ten-to-one ROAS, even when total cost versus total revenue is taken into account.
- Activate campaigns within weeks rather than months.
- Target customers on a one-to-one basis.
- Significantly reduce customer buying cycles.
- 40 – 60% average global reachable customer rate.
“Epsilon takes a unique approach to marketing and display. They deliver outstanding return on advertising spend (ROAS) through a simplified end-to-end solution which has solved a lot of challenges for us. It includes media buying, media delivery, creative strategy and the delivery of personalised ads at scale. Businesses simply can’t afford to build this capability themselves without a partner like Epsilon.”
— Inderpaul Rai - Head of Martech at RS Components
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