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Automobile manufacturer boosts digital conversions with
a data-driven marketing campaign
O P E L N L C A S E S T U D Y
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COMPANY
Opel NL
WEBSITE
www.opel.com
INDUSTRY
Automobile Manufacturing
GEOGR APHY
The Netherlands
PROGR AMS
• Robust website personalization
• Opt-in and personal data enhancement
• Dynamic Personalization
• Journey Map Automation
• Behavioral Targeting
• Segmentation
Founded in 1862, Opel is a German automobile
manufacturer that prides itself on changing the
world through innovations in its products and
services. The company designs, engineers,
manufactures and distributes Opel-branded
passenger vehicles, light commercial vehicles,
and vehicle parts. Together with its British
sister brand Vauxhall, it has a presence in over
50 countries around the world.
ematters is an Amsterdam-based agency for
marketing and data engineering. With a team
of digital marketers, developers, marketing
automation experts, and data specialists,
ematters helps A-brand clients with complex
online challenges, providing them with top-
notch marketing advice and future-proof
digital marketing strategies.
We strongly feel that the Selligent Marketing Cloud provides the right tools and possibilities for many businesses. The combined power of the platform, SQL database and SITE product provide unlimited marketing opportunities.
Wouter Theijsmeijer
Director/Founder
ematters
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T H E C H A L L E N G EAs Opel’s official subsidiary in the Netherlands, Opel NL was driving in the fast lane with sales
numbers well above targets. But with competitors getting closer in the rear-view mirror and
consumers switching to digital channels, Opel NL needed to boost digital conversions.
Working with creative agency ematters, the Customer Experience & CRM team at Opel NL
developed a data-driven marketing strategy to capture new email contact data on current and
potential Opel customers while building an integrated digital sales funnel. To get there, the
team needed to:
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BUILD A FUTURE-PROOF DATABASE FOR RELEVANT CAMPAIGNS
FROM THE GROUND UP, INCLUDING A DATA MODEL
MAP A CUSTOMER JOURNEY AND DRIVE IT FORWARD USING THE DATA
ECOSYSTEM
INCENTIVIZE CUSTOMERS TO SHARE PERSONAL DATA BEYOND
AN EMAIL ADDRESS
IMPLEMENT FEEDBACK MECHANISMS TO VERIFY CAMPAIGN
SUCCESS
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T H E P A T H T O S U C C E S STeaming up with Selligent Marketing Cloud, Opel NL created a 360⁰ marketing automation campaign that put lead
generation on the fast track. Here’s how it worked:
TO INTEGRATE SALES, PERSONAL, AND WEB BEHAVIOR DATA,
ematters built a relational database connecting web behavior from Selligent Site,
third-party data from Dutch car ownership repository RDC, plus lead and sales data
from central Opel database.
TO OBTAIN NEW MARKETING OPT-INS
and collect personal data beyond email, Opel NL leveraged incentive offers; for
instance consumers earned potential discounts when they indicated the date when
they were ‘ready to buy’ a new car. This date then served as a trigger for several
automated campaigns.
TO ENHANCE CONSUMER PROFILES,
Selligent Site captures website behavior, including the car model they are interested
in. As a result, 20 percent of active opt-ins have a known car model of interest and an
estimated purchase date for a new car.
TO SERVE WEBSITE VISITORS AT OPEL.NL THE RIGHT CONTENT,
a probabilistic data-model and predictive algorithms selected which campaign
content to display in dynamic lifecycle campaigns.
TO NURTURE CONSUMERS TOWARDS CONVERSION,
the team designed two campaigns in Selligent: The ‘Ready to Buy’ campaign guided
customers ‘in the market’ to their perfect ride in six personalized emails. The ‘Model
of Interest’ campaign targeted consumers with three emails about their car model
of interest. Integrated with Selligent Site, email content changed as consumers
preferences changed.
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R E S U L T SBy switching to a data-driven marketing approach that addresses users based on the car models
they are most drawn to, Opel NL turbo-charged its marketing program with impressive KPIs:
O N “ R E A D Y T O B U Y ” L I F E C Y C L E C A M P A I G N
• 70% email open rate
• 37% click-through rate (300% increase over general newsletter)
O N “ M O D E L O F I N T E R E S T ” L I F E C Y C L E C A M P A I G N
• 71% email open rate
• 50% CTR (500% increase over general newsletter)
O V E R A L L I M P R O V E M E N T S
• 30% increase in database growth in 6 months
• 473% in identified profiles using Selligent Site behavioral capture and forms
• 16% of all Opel NL sales attributed to the campaign
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As a major long-term improvement, instead of following a static road map, Opel
NL’s marketing model optimizes its course as needed: Selligent Site continuously
feeds behavioral data from the website and emails to make the journey smarter.
“The integration of Site within the entire campaign is crucial for the success
of this campaign. The reason why we used Site instead of similar software is
because Site is directly connected to the Selligent platform, allowing us to serve
personalized content real time,” said Wouter Theijsmeijer, Director/Founder at
agency ematters.
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A B O U T S E L L I G E N TM A R K E T I N G C L O U DSelligent Marketing Cloud is a marketing automation platform that enables B2C brands to engage consumers across all critical channels. Built for the relationship marketer, Selligent Marketing Cloud is the only marketing cloud built on a single code base, featuring artificial intelligence and a Customer Data Platform with a universal consumer profile at the core of every action.
More than 700 brands across retail, travel, automotive, publishing, and financial services rely on Selligent Marketing Cloud’s proven platform. With 10 offices across the United States and Europe and more than 50 agency partners, Selligent Marketing Cloud serves over 30 countries with local, personalized service.
Learn more at www.selligent.com and connect with the team at Twitter, LinkedIn, and our blog.
@SelligentNEW YORK | 1 Whitehall Street, 19th Floor | New York, NY 10004
USA HQ | 1300 Island Drive | Suite 200 | Redwood City, CA 94065