The Industry
ABOUT THE INDUSTRY
Like many other industries, CPG saw a major shift to digital during COVID-19, causing customer patterns and loyalties to shift rapidly. This multinational CPG player wanted to launch a more efficient targeting strategy that leveraged its first-party data to reach relevant audiences and acquire new customers.
The Challenge
TARGETING AUDIENCES WITH A FRAGMENTED VIEW OF CUSTOMER DATA
With so many CPG customers moving online, a CPG brand’s challenge is to be able to identify and reach potential customers efficiently across multiple new channels..
At the core of successful acquisition is two elements: effective targeting and scalable personalisation. At the foundation of these two is data:
- firstly, the ability to identify the characteristics of the target customer and identify them across channels
- secondly, the ability to capture data from a single customer’s cross-channel interactions and personalise the experience in real-time based on them
With a lack of complete data and a fragmented view of its customers, the CPG brand needed a solution that would help it reach relevant audiences (both new and existing) through personalised marketing initiatives across devices.
The Solution
A UNIFIED VIEW OF EACH CUSTOMER TO TARGET THE RIGHT AUDIENCES
Zeotap’s Customer Intelligence Platform (CIP) enabled the company to unify its customer data under one roof, helping it drive marketing with a single, unified profile for each customer. With a complete picture of the customer, the CPG brand was able to use the CIP’s Predictive Audiences module, employing machine-learned segmentation to create audiences based on their likelihood to convert, and to leverage lookalike audiences in order to target effectively.
In order to deliver a personalised experience across the whole journey, the brand then leveraged the CIP’s User Journey Orchestration module, which allowed them to deliver cross-channel personalisation via a simple drag-and-drop workflow.
THE RESULTS
BETTER AUDIENCE TARGETING EQUALS MORE EFFICIENCY
The end of this initiative resulted in the deployment of more data-driven insight and personalised experiences for CPG customers that streamlined the brand’s marketing efficiency by 30%.
