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.
Numberly and its partner LiveRamp use data onboarding to match email addresses present in the LesFurets.com 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 LesFurets.com 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.