Online advertising is an effective means of reaching (potential) customers: advertisements can be personalized, conversions can be realized quickly, and results can be properly measured. If you also know how to approach the right target group and exclude existing customers, you will quickly save on high advertising costs. But how do you recognize existing customers and how much costs can this really save EDM took up the challenge with DELA and started the Customer Match process.
The funeral insurance company spends a lot of marketing budget on online acquisition campaigns and has ongoing Google Ads campaigns. With more than 3 million members and insufficient tools to exclude these members, many consumers that are already members are reached every day. To stop wasting the marketing budget, DELA wants to recognize and exclude its existing customers.
Jonno van der Heijden - Marketing Intelligence at DELA:
“At DELA, we are constantly looking for ways to communicate more relevantly with customers, based on data, technology, and insights. In addition to that, we are a non-profit organization, and we want to keep the premium as low as possible. We hope that a more efficient use of marketing budget will make a positive contribution to this.”
Customer Match offers great added value for organizations. To demonstrate this added value to DELA, two uploads were made: one with the original file and one with EDM optimization. The original file was used by means of a test campaign.
Subsequently, EDM optimized the member base for Google Customer Match and uploaded it anonymously in Google Ads. The test campaign was then repeated with the optimized target group and the results were analyzed and compared with the results of the first test campaign.
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Due to Customer Match, a substantial amount was saved. This was possible because EDM matched 67% more members compared to the original DELA member database. With the expansion options and by structurally maintaining the membership files, this annual saving can even increase by another 35%.
Jonno van der Heijden - Marketing Intelligence at DELA:
“Customer Match fits well within our vision and our one-on-one marketing strategy. We are excited about the result, very satisfied with the joint approach of EDM, and therefore we are looking forward to the additional applications on our other channels.”
After the realized savings, implementing Customer Match on Google DV360 and Facebook is the next most logical step. In addition, there is the possibility to reach prospects that resemble the (best) members of DELA, in other words: look-alikes. This allows the funeral insurance company to communicate even more relevantly with specific target groups and potentially save even more.
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With Customer Match it is possible to recognize customers online within Google, Facebook, and Marktplaats. Ideal for excluding customers from acquisition campaigns or for approaching customers for cross-selling and upselling. In addition, it is possible to turn every (target) group, for example your best customers, into look-alikes. This way your marketing budget is spent more efficiently, and your acquisition campaigns become more effective.
EDM is a Certified Customer Match Partner of Google in the Benelux and is the only organization in the Netherlands and Belgium that offers the possibility to expand target groups based on Google match keys. This allows customers to be matched up to 100%, providing insights into which customers should or should not be approached.
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In this brochure you will learn more about how you can apply Audiences from EDM and what the advantages are of targeting the most relevant audience
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Wondering how your organisation can achieve higher conversions with its own customer data? Leave your details and receive the full whitepaper immediately.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within the Netherlands.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
Are you responsible for acquiring new customers? Do you use data in your campaigns? Then use the SMART Audience Builder and convert up to 600% better than before in just a few clicks.
The SMART Audience Builder is an easy-to-use cloud tool that provides organizations with the ability to apply knowledge and insights to their own marketing data in order to increase conversions. Load any form of your own CRM data (Postal Code, House Number, Addition, Email, Phone) into the tool and gain additional insights from your own data. Through automatic integration with various knowledge and intelligence sources, you can apply attribute selections and predictive models to set up the most effective target audiences for activation. Throughout the entire process, you remain in control of your own data.
Approaching new relevant consumers who are genuinely interested in your proposition or product? EDM helps organizations create insights into existing customer groups, which can then be used to find potential new customers within Belgium.
With Audiences, we analyze the target audience based on historical data and data from current customer segments. This results in a target audience profile and channel preferences. We then set goals for all desired channels (Direct Mail, DPG media, Marktplaats, phone, and inserting). With access to extensive consumer databases, the best audiences are created based on various socio-demographic data, lifestyle characteristics, or advanced look-alike models. This enables the creation and activation of the best possible audiences, resulting in an average doubling of conversions.
An integrated customer acquisition solution. The proven method for effective data-driven marketing.
For every organization, acquiring new customers is crucial. To achieve this, recruitment campaigns need to be set up as effectively as possible. This means approaching the right target audience through the right channels in a data-driven manner. EDM has a proven method for data-driven marketing, which involves an iterative process consisting of 6 steps:
EDM analyzes the existing customer database and ensures its accuracy and currency. It improves the quality of incoming leads and analyzes them to gain insights into "who is the customer?". Then, an assessment is made of the channels already being used, which additional channels can be added, and how to optimize them as effectively as possible. This results in improved conversion rates and effectiveness, which serves as input for reworking non-conversions and continuously optimizing recruitment campaigns.
