Single Customer View at Scale

Bronze
CAMPAIGN
IKEA - A Data Matching Love Story
AGENCY
Match Media
CLIENT
IKEA
BRAND
IKEA
DETAILS
CAMPAIGN SUMMARY

This case study entails two proactive solutions, working in tandem with each other, which we took to IKEA to answer the ongoing challenge IKEA faces. Due to their different data points sitting in silos we have historically lacked insight into the true impact of online marketing activities to offline in-store sales, which is their ultimate measure of success.
The first project was modelling both the in-store foot traffic and on-site behaviours to understand the correlation between the two and define which core website actions affected in-store visitation so we could create a kpi to optimise our digital advertising activity towards.

Following this, we then set out to understand how we could we better buy, target and understand our audiences through a 3 way partnership with Yahoo!7 and Acxiom. We used and modelled IKEA customer loyalty data and their in-store purchase habits to define the impact that a display campaign had on in-store sales uplift.
Results have been phenomenal with every measurable metric up by at least 90% YOY and continuing to grow.
This case study has been used by IKEA at their global conference showing international excellence delivering exceptional business results.
 
CAMPAIGN
Attribution That Works
AGENCY
Reprise Media
CLIENT
Kia Motors Australia
BRAND
Kia
DETAILS
CAMPAIGN SUMMARY

Over the last five years, Kia has continued to increase its investment in digital marketing. As these digital opportunities have diversified and evolved to scale, the technical backend and tracking infrastructure has become increasingly convoluted and complex.
 
As Kia’s reliance on digital grew; authenticity of results across each channel and the lack of a clear singular view of their digital consumer became a growing concern.
 
Kia was in need of a step-change in the infrastructure of its digital ecosystem. To achieve this, we were tasked with;  
-       Understanding which digital channels had an impact/ influence on driving business objectives
-       Providing visibility to optimise and attribute digital spend against the true consumer journey, beyond ‘last-click’ conversions
-       Delivering a minimum 10% cost-per-lead decrease through an enhanced single view of the consumer tracking solution
 
We successfully partnered and launched a first-to-market; Google’s DoubleClick single stack tag solution, enabling Kia to have a single view of their digital consumer for the first time.
The results provided real-data insights to drive optimisation and budget allocation that ultimately delivered a 30% reduction in cost-per-leads.
 
This campaign became a foundation DoubleClick case-study across APAC and has been integrated within the Google Think Insights events.

 
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters