In the previous blog 'Power of offline data in your online marketing strategy', you could already read about how Customer Match works. We told you about the benefits of matching your customer database with platform IDs. But what are the practical possibilities of Customer Match? In this blog, we will discuss three practical examples.
Application 1: including customer segments
Imagine you are a clothing manufacturer and based on your CRM customer data, you know that someone recently purchased a pair of pants. Instead of offering the same pants again, you can offer this customer a matching sweater online. This leads to more relevant communication, increases the chance of repeat purchases, and thus a more efficient spending of your marketing budget.
This application is not only interesting for realizing cross-selling or upselling. For example, you can offer personalized premium content and communicate product data more targeted. You could say that it activates a new channel within the customer journey. And Customer Match makes this exercise quite easy.
Application 2: find lookalikes
Every company has an ideal customer: someone who regularly purchases products or services and shows a high level of engagement. You find that customer in your customer base and mailing list but also among website visitors and social media users who respond to your videos and other content. So how do you find those perfect profiles and target them with your ads? Simple: by feeding CRM data to the algorithm, the model becomes sharper.
If you use online marketing, chances are you previously used the 'similar audiences' option to create lookalikes. Now that this option is no longer available, many marketers have been looking for alternatives. My personal favorite is the option offered by GA4: 'predictive audiences'. With this, you can deploy target groups based on predictive models based on Machine Learning. These models analyze first-party data and historical data to predict which users are likely to take a certain action.
Based on such predictive audiences, for example, you can target users with a high potential to make a purchase soon. Ultimately, Google has made the use of these target groups even more accessible by offering the option to create GA4 audiences directly within the Google Ads account.
Application 3: excluding existing customers
Funeral insurer DELA spends a lot of marketing budget on online recruitment campaigns and has an ongoing Google Ads campaign. With more than three million members, they reached many consumers daily who were already customers.
To prevent waste of marketing budget, DELA implemented Customer Match. By recognizing and excluding existing members, they achieve a significant annual saving on advertising costs.
In this example, the added value of Customer Match for DELA was demonstrated in a test campaign. In the first part of the test, EDM, as a matching partner, optimized the membership database for Google Customer Match and anonymously uploaded it to Google Ads. In the second part of the test, they worked with an optimized target group. Since then, DELA knows which customers are already reached via Google.
By excluding this group from campaigns, DELA achieved a saving on advertising costs of up to 125,000 euros per year on their ongoing Google Ads campaign.
Win-win situation
These practical examples prove that using CRM data in the online marketing strategy is a powerful way to reach your target audience more effectively and optimize your marketing budget. And Customer Match, with its smart matching algorithms, is the perfect tool for this. It delivers measurable results: cost savings, higher revenues, lower CPA, increased conversion rates, increased customer satisfaction, and more efficient reach. Additionally, it improves the consumer experience.
CRM data processing for Customer Match requires a lot of precision. Many organizations encounter problems such as: incorrect delivery, hashing issues, and low match rates. Therefore, it is practical to work with a partner. Online advertising platforms have a selection of partners who specialize in data processing. By collaborating with a matching partner, you can focus on your daily activities without worrying about the data processing of your campaign.
This blog is written by Mark Wilmont.
Questions about us or our services? Leave your details below and we will get back to you.
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
Would you like to know more? Leave your details below and we will send you the Audiences brochure as a PDF.
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.