Aug 02, 2022
In General Discussions
A campaign carried out by performance marketing engine Wunderkind and Tinyclues for leading skincare brand Clarins sought to optimise the brand’s ability to target certain customers within their existing database. The campaign initially leveraged Wunderkind’s Identity Network technology to grow Clarins’ email subscriber list by 5x. With an enriched CRM database, the brand then deployed Tinyclues’ audience-building and targeting tools to understand which customers would be most receptive to seasonal Christmas messaging around Clarins’ new Spa at Home collection. The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. Customers not interested in specific seasonal products wouldn’t be contacted about the promotion, while those who were likely to be receptive received the relevant messages. It was a huge success – seeing an 83% increase in conversions as a result. According to Benoit Bouteille, VP of Customer Experience at Tinyclues, the best signals lie within first-party data sets. “Implicit signals—those that don’t indicate explicit intent like past purchase or website visits—are actually the strongest indicators that a customer is in the market for a product at a given moment,” he says. “By utilising owned demographic, transactional, behavioural, web and search data, marketers can build look-a-like audiences based on those who have purchased similar products.” The case study highlights that brands using their first-party data to optimise personalised experiences, and to nurture the relationships with their existing customers, are set to make great gains in an increasingly digital—and increasingly competitive—context.