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 a CRM onboarding 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.”
CRM onboarding 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.
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.”
CRM onboarding 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.
Klingel has created a strong foundation with the improved data quality to build on in the coming years, with annual savings on unnecessary costs. The next step is the same data quality analysis for Klingel in Belgium: EDM also offers data quality services in Belgium.
Michael Labourel: “The collaboration with EDM is going as desired. In terms of communication, things are going really well, and its people are always available. The start-up year was a difficult one because the file to be delivered had to go to various people internally at our place and this was regularly delayed. However, this did not have anything to do with EDM. I am satisfied!”
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.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
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 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.
The Automotivebase 2.0 has been developed through 10 years of research on all vehicle transactions in the Netherlands, with a focus on the driver. As a result, we not only have insights into which households are currently or will be in the market for a new car in the near future, but also the profile of these households. Apply this knowledge to your existing audiences, improve your return on investment (ROI) on first-party data. Activate these segments in new channels, activate look-alike profiles or automotive types to maximize your ROI.
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.
