CUSTOMER SUCCESS STORY DATA MANAGEMENT
Global Retailer Boosts Customer Engagement with Look-Alike Modeling As retailers follow consumer demand and shift their diverse product offerings online, they find it necessary to tap into the same customer segments to increase their sales. Savvy Modern Marketers are turning to automated tools that can help improve messaging—including personalized crossselling and up-selling—to improve customer lifetime value. A global online retailer saw this
2x
Global retailer used Oracle’s data management platform (DMP) to create new customer audiences
opportunity and implemented a strategy to optimize their valuable paid search campaigns. CHA L L E NG E S • Increasing customer engagement and awareness • Growing customer lifetime value • Improving paid search campaigns SO LU TIO NS
that increased efficiency and
• Data management platform
customer engagement —driving a
• Audience analytics
2x lift in ROI.
• Targeting and segmentation • Data activation RE SU LTS • Improved front-end customer engagement by 3x. • Increased efficiency with reduced cost and cost per action (CPA). • Improved ROI by 2x. The retailer's marketing team implemented Oracle's data management platform (DMP) to ingest first-party data from their online store, where they were able to run audience analytics and understand more about their customers and prospects. Looking to improve customer lifetime value by increasing cross-product sales, the team examined past orders of top customers to understand which customers had the highest propensity to cross-shop and for what product lines. They then used the Oracle DMP to create look-alike models that scored their existing users based on their propensity to cross-shop other available products. These modeled audiences were then activated through their paid search campaigns for more efficient bidding and improved ad messaging. Enhanced analysis enabled the retailer to deliver the right marketing message to the right customer segments at the right time. After running the paid search campaigns using sophisticated audience segmentation, the retailer saw a 300% improvement in click through rate and a 200% increase in ROI, with a decrease in cost and CPA. Seeing the efficiencies in paid search, they are conducting testing to roll out these customer acquisition tactics in other marketing channels.
Learn more at: oracle.com/marketingcloud