Activating data is a priority for marketing teams. But are Data Management Platforms or Customer Data Platforms the unavoidable solutions to activate digital data and CRM? Reflections on an operation undertaken by our teams for Ekosport, number 1 in Outdoor sports on the Internet!
To bring an incremental increase in sales revenues while respecting an ambitious ROI objective through activation of CRM data without using traditional emailing or SMS campaigns.
Clearly, it’s the perfect lever for making the most of the data contained in your customer files:
The mass of data collected by Facebook (over 1.2 billion people use it daily) is such that similar audiences (look-alikes) are based on such an important number of variables that there’s potential for incomparable precision.
A precise target leads to high performance.
Facebook also presents the advantage of improving the advertising experience by suggesting a message and personalized measures as a function of CRM data and segmentation variables.
The campaign was built with a strategy structured around 3 phases:
The CRM teams made a very specific segmentation of the advertiser’s data base in order to extract the target audiences which then made it possible to target individuals and create look-alike audiences via Facebook.
The creative teams worked to personalize content and messages based on segmentation. In our case, the segmentation made it possible to isolate inactive customers with order histories composed primarily of two brands’ products, Salomon & Rossignol. Creative applications were created specifically for these two audiences in order to reactivate them.
A reactivation x inactive Salomon campaign and a reactivation x inactive Rossignol campaign.
The teams responsible for the acquisition levers managed the campaigns on a daily basis with granular segmentation while remaining flexible on the activation/deactivation of targets, messages, and commercial offers Several messages and creative contents were tested all along the campaign.
Acquisition / traffic management, CRM, design, etc., data activation necessarily breaks down silos in campaigns and between marketing teams. Activating data is above all liberation of marketing players from organizational constraints so they can unite around data, as much in the collection of data and its use as in its measurement.
For more precision, performance for customers (reactivation) can be isolated from prospects (look-alike audiences):