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Case Study – Data Powerhouse

25.07.2017 Jetzt herunterladen

Data Powerhouse - Case Study mit Grohe und Messe Frankfurt

Als Digitalagentur für GROHE und Beratungsdienstleister im Bereich Data für die Messe Frankfurt konnte explido»iProspect die Kompetenzen ihrer Kunden bündeln und für beide Unternehmen ein noch nie dagewesenes Synergieumfeld nutzen.

Zur Markteinführung des neuen, intelligenten Wassersensors GROHE Sense im März 2017 auf der Internationalen Sanitär- und Heizungsmesse (ISH) der Messe Frankfurt sollte durch eine Programmatic Advertising Kampagne Aufmerksamkeit für die Produktneuheit erzeugt werden. Des Weiteren sollten qualifizierter Traffic und Leads generiert werden. explido»iProspect definierte zur Erfüllung dieser Ziele seine KPIs in Bezug auf Awareness, Interaktion und Performance-Indikatoren.
Um einen erfolgreichen Kampagnenstart zu gewährleisten, sollten Produktinformationen an die entsprechend relevante Zielgruppe gesendet werden. Die Eingrenzung der Empfänger gestaltet sich jedoch mit den zur Verfügung stehenden Daten von Third Party Anbietern schwierig. Um ein gutes Set an Daten zu generieren hat explido»iProspect die Messe Frankfurt und Grohe zusammengebracht, damit bestehende Synergien bestmöglich genutzt werden können.

Das Ergebnis:
Die im Rahmen der Zusammenarbeit erzeugten Daten lieferten ein vielfach besseres Resultat als Targeting-Tools von Google, die für eine Vergleichskampagne herangezogen wurden.

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The global demand for privacy is one of the most consequential consumer dynamics at play today. Across the globe, 91% of consumers are concerned about the amount of data that companies can collect about them, [i] and 42% have taken steps to reduce the amount of data they share online.[ii] In light of this desire for increased privacy, most technology platforms have recently implemented or announced restrictions around data collection and user tracking through their web browsers and operating systems. For brands and the advertising industry, the magnitude of this evolution is massive. On the short term, it is undoubtedly a source of conundrums for many marketers and publishers. Processes, ways of workings, legal compliance efforts, technology stacks, customer data strategies – even business models – must be reviewed and rethought to limit business disruption. Yet, in the long term, it offers a unique opportunity to (re)build trust between brands and consumers around the data issue. Success will hinge on increasing efforts to educate audiences (67% of consumers declare they have little to no understanding about how their data is being used[iii]) and defining a right value exchange that works for all (only 15% of consumers feel they are getting a good value from granting access to their data[iv]). In the midst of sensationalist headlines, technical solutions still being worked out, and a lack of shared standards to get behind, it is normal for marketers to feel lost and nervous. In a recent marketer survey we conducted, 60% of respondents declared they are not familiar with tracking prevention or are unsure about the consequences on their business, showing that this fast-changing landscape is not fully understood yet.[v] In this new dentsu definitive guide for global marketers, The Cookieless World, we rise above unique market perspectives and cut through the ambient noise to help you focus on what you should know today and investigate tomorrow to be ready in 2023, when the world will become cookieless. For more, download the full report today: http://ow.ly/KDTK50FKTaJ [i] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020 [ii] Dentsu, Decoding Data Dynamics: Digital Society Index 2020, Global survey of 32,000 respondents [iii] MMicrosoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020 [iv] Microsoft Advertising in partnership with iProspect, 2020 Consumer Privacy and Brand Trust Survey, Dec 2019 – Mar 2020, as featured in the report In Brands We Trust, published in April 2020 [v] iProspect, iProspect 2020 Global Client Survey, November 2020, as featured in Future Focus 2021: Brands Accelerated, published in April 2021 0 3 Minuten gelesen