We generate value and growth for our clients by turning their digital marketing expenses into impactful and profitable data-driven investments.
All our products
Boosting incremental sales through programmatic CRM
HOP! airlines, an Air France subsidiary, operates short and medium haul flights in France and Europe. The Air France database contains 3 million e-mail addresses; however, only two thirds are reachable and 68% of addresses can be classified as inactive.
These inactive addresses present a genuine risk in terms of delivery but also great potential for prospecting. Air France had to figure out how to reactivate its inactives in their database in order to generate new visits and sales.
Programmatic CRM enables companies to re-contact and reactivate former customers and individuals who are no longer reachable by email.
Inactive and unreachable customers or individuals are matched with identifiers which are activated by using Data Onboarding through display (RTB). For example, the CRM programmatic campaign has enabled Air France to communicate to those individuals through programmatic channels in a personalized manner.
The campaign’s performance has been evaluated by the increment of turnover generated. This measure is realized with the implementation of a protocol constituted of a test group, that will be exposed to the RTB banners and, conversely, of a control group that will be excluded from the diffusion. This protocol enables to calculate the conversion rate uplift between these two populations and, therefore, to determine the incremental turnover generated by the campaign.
In order to maximize the campaign’s results, some media kits have been personalized with the Dynamic Creative Optimisation (DCO) technology, by finding the location of the targeted individuals so as to adapt the departure airport featured on the banner (cf. picture below).
This campaign perfectly complements HOP!’s global marketing strategy, since it fueis a multi-lever lifecycle taking into account both the CRM emailing campaigns and the display campaigns in acquisition and retargeting.
Success in identifying active cookies for more than 55% of inactive email addresses. All those individuals are potentially reachable through the programmatic channels.
The activation of the display channel to these inactive populations generated a conversion rate uplift of 24%.
The incremental turnover is 10 times higher than the invested budget.
Daily optimizations in trading, combined with the segmentation studies aiming to refine the buying strategies have enabled to multiply the incremental turnover by 2.5 in 7 months. The campaign’s profitability has doubled.
The campaign’s level of profitability is excellent with an incremental ROI multiplied by 2 in 4 months.
24 %
of conversion rate uplift
10 times increase
in incremental turnover
x2
of the incremental ROI in 4 months
This campaign enabled us to realize the huge potential of inactive individuals in our database. It has become an essential element of our CRM strategy. 
