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  • BRAND STORIES

    Driving ROI at Bottom and Top funnel using Data

    Bottom funnel via targeting inactive users with customized message, top via optimal frequency to convert. 1st Party

    1st Party - Customer Data
    Can we increase Life Time Value using 1st party data effectively and decrease churn?

    We re-target inactive users and push them customized offers/communication so that they can start transacting again.

    2nd/3rd Party - Media Data
    Can we find optimal freq of conversion at market level and have differentiated freq input basis the insights?

    Analyze the impact of each impression towards their marketing goal of driving more orders. Madison worked on bespoke analysis on view-attribution models and exposurepath analysis to unlock key insights for the brand.

  • Idea & Execution

    1st Party Data

    We leveraged Alognomy CDP’s Capabilities and used RFM (Recency, Freq, Monetary) framework to bifurcate 1P audiences into multiple cohorts like “Inactive” “Loyalist” “Hibernating” and pushed a personalized communication at example <We miss you> with offers

    2nd / 3rd Party Data

    We leveraged Ads Data Hub & CM360 to analyze 7Mn users exposed to McD’s ads at a very granular level.

    • We analyzed the optimal frequencies to drive more orders on the delivery platform basis each geography.
    • We ran a path to conversion analysis to identify the most effective combination of creative sets across, to drive higher conversions.
    • We built multi-touch attribution models to analyze different video channels to find the most profitable media mix.
    • Used DV360 to achieve the identified optimal frequency of 5-8 across geos respectively.
    • Products leveraged: Google BigQuery, Data Studio,

  • Results

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