ADA breaks data silos to unlock marketing potential through enhanced insights, targeted engagement, and streamlined campaigns
The Results
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The Execution
A prominent online car portal in Singapore encountered
challenges in consolidating customer interaction data from various touchpoints, limiting insights for marketing campaigns. While Google Analytics provides website behavior insights, the absence of user-level data impeded targeted engagement. The lack of analytical reports at the customer or vehicle level hindered informed, data-driven business decisions. Inefficient audience selection processes, influenced by factors like audience size, contributed to infrequent campaigns, impeding organizational agility and responsiveness.
ADA streamlined the client’s data connectivity issues by consolidating disparate sources (example: customer data, transactions, email responses, and web interactions) into a unified view. ADA also implemented personalized targeting and setup infrastructure for web personalization.
The newly created dashboard provides insights into audience cohorts, ownership details, and user engagement with campaigns. Effective user transition tracking and real-time insights are facilitated. The dashboard enables efficient campaign launches, including AB testing, based on audience insights, optimizing the client’s overall marketing efforts.
The Approach
The workflow proposed and implemented for the client to capture web behavior data. This involves the utilization of Google Tag Manager (GTM) and TD JS SDK for data capture, segmentation within the Treasure Data console, and personalized targeting (conducted by the Customer Engagement Platforms) based on cookies.
Examples of the dashboard screenshots that offer client insights on EDM campaign performance and number of users with expiring warranty for targeted campaigns
▲ Efficiency
60% reduction in time spent on data analysis to create customer segments and ability to launch 2x more campaigns per month
▲ Engagement
10x more engagement on personalized campaign by user intent