To meet Essity’s objectives, Numberly proposed to leverage Carrefour Links’ cleanroom with our exclusive access to transactional data to measure incremental sales generated by the CRM program.
The aim of this strategy was to use cleanroom technology to bring together two different databases within the same ecosystem, gain access to retailer data to build two comparable populations and have the ability to measure, study and therefore draw insights on the CRM program that will enable Essity to optimize its CRM actions.
The study was carried out in two main phases:
- Understand and observe the value of recruited members in the Lotus CRM database, to understand the initial value of members before they are actually nurtured by the program.
- Analyze the impact of the CRM program on member value by analyzing their purchases and comparing them with a control population not exposed to the program.
Throughout this study, we used the Carrefour Links cleanroom, which includes Carrefour’s online and offline transactional data. This enabled us to observe, compare and measure the value of program members, particularly at a granular level, to better understand which indicators of purchasing behavior are positively impacted by the program.
Our innovative methodology is based on the matching of two different databases, giving access to a matched population enriched within the clean room and usable for our study. In addition, the creation of a control population based on socio-demographic and transactional criteria using Carrefour data enabled us to analyze and measure the value of the Lotus CRM program. Last but not least, the construction of a post-matching control population from the databases allows us to move away from the construction of a protocol upstream of an activation. This opens up a wider range of measurement opportunities, while remaining as statistically correct as possible for measuring the real impact of an action.
Overall, this type of study is innovative in that it finally enables the marketing and CRM teams of CPG groups to measure the impact of their CRM actions (sending coupons, newsletters, promotions, etc.) on online and offline sales. This enables them to better analyze the profitability of a program in which they invest a substantial budget.
