The Challenge

Meyer Group represents a group of 5 cookware brands within ANZ. There are differences between the customers for each brand and even within each brand are segments of top customers.

 

The brand managers need to understand who their ideal customers are for each brand so we can better target and communicate to that audience. 

Other than an email database – there is no way the brands are capturing the first-party data of their Audiences. They need a structured solution to track and understand customer persona’s and behaviours. Transferring those actionable insights into a performance led media strategy. 

The Solution

We approached this in three clear steps.

Firstly, we needed to gather the data. 

 – Segment and establish groups

– Before setting up 3rd party tags to track client’s first-party data

– Set out the framework that can best gain insights from.

Secondly, analyse and understand the data. 

– With enough volumes in each segment see:

  • – Demographic breakdown – age, gender, household income, children, education etc. 
  • – Top Behaviours – show top trends in areas of life like interests in real estate or even home maintenance etc. 

Finally, make changes to our campaigns. 

 – Develop personas based on demo & behaviours. 

– Test hypothesis and optimise towards better performance.

– Inform key messages and CTAs from objectives.

The results

Audience Insights

A dashboard helps to understand more about the unique converters and identify their demographic traits.

Comparing the demographic make-up across different audience segments such as converting traffic vs overall traffic demographic will give us more insights.

Top Behaviours & Affinities 

This Analysis involves cross-referencing the 1st party data with the 3rd party data sources across the DMP Lotame Data Exchange to understand deeper insight about offline and online behaviour traits. This helps to outline personas. 

Top Affinity Examples

Our converting audience has an affinity to users that like baked goods, domestic travel, fiscal policy news and are coupon enthusiasts. 

By using our customer audience insights, creating personas and having a deeper understanding of our audiences, we were able to use this in our online advertising to make our ads more relevant for our target audience and target the right consumers. By doing this we were able to spend the budget more effeciently and change our creative to suit the audience. 

 

Meyer were able to

increase online sales by 30% 

 

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Summary

We were challenged with increasing online store revenue by 40% in a competitive retailer market. Using our data technology and an onmi-channel advertising approach, we achieved a 102% Increase in conversion rate from paid traffic and 186% increase in revenue

 

The Challenge

Alpha-H know how important it is to maintain a direct relationship with the customer. They understand their ecommerce store is also competing with other retailers that are also selling their products at discounts.

Key To Success

Growing ecommerce revenue and owning the relationship with the customer in a competitive market.

Grow Revenue 

Acquire New Customers

Increase Lifetime Value

“With their omni-channel approach to performance marketing, customer data platform and data insights team, nlom significantly increased the performance of our website in a short amount of time”

– Emma Prizeman |  Alpha-H  |  Head Of Digital & Ecommerce

The Brief

Grow monthly online store revenue by 40%

The APPOACH

For Alpha-H to reach their revenue growth goal, we used an omni channel approach and our Tech Stack of DMP and Customer Journey to better understand the ecommerce customers demographic and behavioural makeup. Making the most of those customer centric opportunities.

Audience OVERVIEW

Audience funnel: 

      • DMP Behavioural Opportunity Audiences
      • Lookalikes from High Value Customers (using customer Lifetime Value) 
      • Retargeting DMP Audiences
      • Retain existing customers 

RESULTS

Increased Revenue

+186%

IncreaseD Conversion Rate from Paid Channels

+102%

Takeaways

  • Driving high quality new traffic using DMP insights and more intelligent retargeting via Lifetime Value insights, we were able to achieve greater conversions rates across all paid channels 
  • 186% increase in revenue, which exceeding the 40% growth goal 
  • Understanding the purchase behaviour to make the most of when consumers will be ready to buy
  • Reaching audiences across different channels to drive penetration and increase conversion rates 

Get In Touch

Want to work with us?

Let’s chat and see how we can grow your brand intelligently. Check out Our Packages.

Book A Free Strategy Session & Data Audit Today