CUSTOMER SUCCESS STORY DATA MANAGEMENT
Dell Improves Customer Pipeline and Ad Spend with Look-Alike Modeling As target audiences become more segmented and companies continue to engage in price wars to win new customers, savvy Modern Marketers are turning to automated tools that can help expand their customer bases. The Dell marketing team saw targeting pools start to shrink and took steps to ensure a healthy customer pipeline by more precisely defining new online target audiences.
1,000
%
Consumer technology giant used
CHA L L E NG E S • Growing the customer pipeline • Defining target audiences SO LU TIO NS
Oracle Marketing Cloud to grow
• Cross-channel prospecting campaign with progressive profiling
customer pipeline and improve
• Data management platform
view through revenue on
• Targeting and segmentation
advertising spend by 1,000%.
• Audience analytics RE SU LTS • Improved view through revenue on advertising spend by 1,000%. • Increased click to visit rate by 15%. The Dell marketing team created a prospecting campaign aimed at acquisition customers within the company’s Member Purchase Program (MPP) segment. They examined past orders and deployed a fully integrated programmatic campaign solution. After connecting the Dell.com website with Oracle’s data management platform (DMP) and other third-party tools, Dell enabled connected analytics to perform real-time analysis and optimization. Based on the data collected, Dell used look-alike modeling to create new customer audiences that exhibited online behaviors and demographics similar to the MPP segment. These modeled profiles helped Dell identify potential new customers that were actively looking to purchase computer technology products. This sophisticated analysis enabled Dell to deliver the right marketing message to the right customer segments. After running the campaign for just two months using progressive profiling, Dell saw a 1,000% improvement in view through revenue on advertising spend and a 15% increase in the click to visit rate. Now, every audience has a unique tag, which gives the marketing team the ability to generate audience level reports for each campaign. The team also collects 10 to 15 specific business metrics and adjusts the programmatic campaigns as needed.
Learn more at: oracle.com/marketingcloud