Success Story

How does programmatic CRM influence conversion rates?

Measuring the incremental impact of programmatic CRM for

The Challenge is a website launched in 2012 that allows its user to compare offers for everyday expenses: insurance, financial products, energy providers…

Numberly has been helping to build excellent customer relationships since 2015. Far from relying solely on its strong brand image, favors a Precision Marketing approach to boost awareness and conversion. This is why it was important for Numberly to measure the impact of its programmatic display campaigns that are deployed in addition to traditional CRM channels.

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The Solution

Four simple steps allow Numberly to put in place a programmatic CRM campaign and measure its impact.

1- Omnichannel targeting

A key rule of omnichannel orchestration is adapting campaigns to the person receiving them. The first step is therefore segmenting the CRM database to apply the relevant marketing treatment to each segment.

A segmentation based on profiling allows to distinguish between individuals according to their purchasing behaviors. Numberly also conducts a segmentation based on activity to classify individuals according to the recency of their last email reaction or quote request.

2- Data-onboarding

Numberly and its partner LiveRamp use data onboarding to match email addresses present in the CRM database with cookies in the AppNexus and Facebook databases (41% and 53% match rates respectively).

3- Programmatic activation

The first two steps are the building blocks that allow to contact their customers in a relevant and granular way according to their interests. It is also possible to manage commercial pressure by calibrating campaigns on various platforms for each individual. The banners are personalized according to CRM data (and according to the segmentation created in step 1) with an emphasis on the price and date of the last quote requested.

DCO (Dynamic Content Optimization) generates more conversions (around 10%) thanks to personalized creatives that are adapted to each individual.

4- Incremental measurements

It is possible to measure the incremental effect of marketing actions by comparing the results of test groups and control groups that have not been subjected to any marketing treatment.

The incremental results have shown a strong impact during the first two months of the program and relative saturation during the third month.

The Results

The incremental results of the campaign have shown significant differences between the various segments defined by the date of the last email reaction or quote request. For the most impacted segment, the campaign generates an excellent uplift of the conversion rate of 14%. The second most impacted segment has an uplift of 10.37%.

Uplift of conversion rates per segment

Key Figures

53 %

match rates on the Facebook cookie database

14 %

uplift in conversion rates for segment 2

10 %

additional conversions for the creatives that are personalized thanks to DCO