Data Overlay gives Healthy Directions robust customer profiles and a lift in campaign revenue
Healthy Directions wanted to win back lapsed customers with more relevant messaging and offers, as well as grow their business. They turned to Epsilon for help addressing these goals.
To help them understand and engage consumers better, with the right content at the right time, we built comprehensive customer profiles, using Epsilon Data Overlay to achieve robust models. We augmented their transaction data with additional purchase, lifestyle and demographic data drawn from Abacus® Cooperative and TotalSource Plus® and equipped them with powerful customer knowledge.
Profiling and modeling
With Epsilon data variables accounting for more than 50% of the significant variables in their customer models, Healthy Directions gained the customer understanding they needed to succeed.
They reactivated lapsed customers, identified responsive cross-sell audiences and achieved a 4% lift in campaign revenue with Epsilon Data Overlay.