Numberly’s teams were tasked with designing and implementing an offline and online performance marketing campaign by leveraging Carrefour’s Xperiences platform.
This omnichannel campaign was carried out in several stages.
First, the advertiser’s and Carrefour Xperiences’ databases were cross-referenced to identify the consumers present in both databases. Many consumer segments were then targeted in both databases.
In the advertiser’s database, consumers who had purchased the brand’s products were identified, while in the Carrefour Xperiences database, consumers that were the most likely to purchase the brand’s products, based on their purchasing behavior and regular consumers of products in the same category, were targeted.
Numberly then designed 3 protocols with 3 different types of consumer activations (CRM and/or media) for each protocol to:
- Identify which type of consumer activation brings the highest ROI
- Identify the most relevant consumers to target
The CRM activation campaigns were set up by email and on the advertiser’s internal tools, while the media campaigns took place on Display & Video 360 (Google’s programmatic buying platform). These campaigns lasted one month during which regular reports were also written in order to adapt and optimize the activations towards the different consumer segments on a daily basis.
At last, two weeks after the end of the activation campaigns, Carrefour France sales were analyzed for a period of 7 days.