"Streamlines marketing with AI-driven customer insights."
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Updated 3 Days Ago
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3 Advocates
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2 Verified Clients
Nutshell
Zeta Global provides a marketing cloud that uses AI to enhance customer acquisition, growth, and retention. It processes extensive identity data to enable precise segmentation and personalization. This helps marketers cut through complexity, optimizing interactions across multiple channels, and offers a cost-effective approach for stronger customer connections.
In Detail
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Case Studies
14% Conversion Increase with Lower Costs
10%
Initial Target Exceeded
14%
Conversion Rate Increase
Situation
Adapting Post-Cookie Challenges
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Complex automotive market pressures
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Necessity to adapt to post-cookie era
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Critical need for user journey insights
Renault Poland faced significant challenges in an increasingly complex automotive sector, compounded by the impending demise of third-party cookies. Amid inflationary pressures, the company needed to pivot their advertising strategy to adapt to a cookie-less environment. The primary issues were understanding the user's position within the customer journey, identifying prospects ready for a purchase, and delivering omnichannel, personalized messages to convert online interactions to test drives.
Task
Leveraging First-Party Data Effectively
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Use first-party data efficiently
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Understand and track customer journey
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Deliver personalized, omnichannel messages
Renault Poland's main objectives were to utilize their first-party data beyond just website interactions for advertising campaigns. They needed to develop a strategy that would effectively understand and track the customer journey, identify ready-to-purchase prospects, and deliver personalized messages across various channels to increase conversions. This required a robust system to categorize and segment their audience to optimize media spend and enhance user experience.
Action
Advanced Segmentation Strategy
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Real-time scoring and AI use
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Engagement level segmentation
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Continuous measurement and real-time adjustments
Renault partnered with Zeta Global to leverage its advanced real-time scoring and AI technology for audience segmentation. They categorized engagement levels into low, medium, and high to deliver tailored messages based on audience interests and engagement levels. These segmented audiences were then used for retargeting across programmatic, search, and social channels. Continuous measurement and real-time adjustments based on data insights ensured optimization. This approach maximized efficiency and effectiveness, driving up conversions and enhancing user experience.
Result
Increased Conversions and Reduced Costs
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14% increase in conversion rate
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Significant decrease in cost per conversion
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Higher engagement and customer satisfaction
The collaboration resulted in remarkable outcomes for Renault. There was a 14% increase in the conversion rate, exceeding the initial target of 10%. Additionally, costs per conversion decreased significantly. The successful use of first-party data for retargeting campaigns, along with advanced segmentation and personalized messaging, allowed Renault to navigate the challenges presented by the post-cookie era effectively, yielding higher engagement and customer satisfaction.
Keywords
FIRST-PARTY DATA
POST-COOKIE ADVERTISING
AI TECHNOLOGY
CUSTOMER JOURNEY
OMNICHANNEL MARKETING
CONVERSION RATE
COST PER CONVERSION
AUDIENCE SEGMENTATION
PREDICTIVE AI
Customer Data Platform (CDP) Q & A
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