"We’ve built a marketing machine for some of the world’s largest brands and Epsilon is a key component of that machine."
Dean Lamb, Director, Brand & Sponsorships, CDW
A win-win for CDW and its partner brands
Since 2011, Epsilon and CDW have worked together to enhance CDW’s digital media capabilities, integrate technology solutions into key points of the customer journey and leverage their customer data to the benefit of their brand partners.
Using Epsilon Digital, CDW runs approximately 60-70 partner prospecting and retention campaigns each quarter. The focus on SKU and brand-level performance and outcomes, as well as the transparency of results and reporting, have proven to be the key drivers of success for CDW and its brand partners.
We can drill down into the different layers of each CDW customer definition, from companies to accounts (e.g., IT or procurement departments) to individuals. At the foundation of all this is CDW’s rich online and offline customer data matched with Epsilon’s online interactions and each person’s unique needs, interests and behaviors, including product and brand purchases, category pages, all tied to a privacy-centric, people-based ID. This enables us to identify, reach and maintain a persistent connection with IT decision makers and influencers across multiple devices, cookies and channels—both online and offline.
Epsilon also provides holistic, transparent measurement across channels down to the individual level. We use test and control methodology and continually optimize CDW’s results, based on their specific business goals and KPIs—not proxy metrics like clicks that don’t always tie directly to business outcomes. Informed by a daily data feed from CDW, these include incremental return on ad spend (iROAS), messaged revenue, SKU-level, brand and enterprise sales, order value per customer, average order value (AOV) per channel and conversions, both online and offline. These outcomes are important not only for CDW, but to show partner brands that their marketing budgets are going to good use.