“What got us here will not take us there” is true for every marketer including the best in the business. Our company operates more than 20 brands across Home Care, Foods, Refreshments and Personal Care categories.

With the rise of digital consumers, the need to drive business growth from digital media is higher than ever. Our brands need a data first approach to targeting, creative and communication.

With an easy to use dashboard, our teams identify available audiences and also spot opportunities to build targeting for use cases like up-sell and cross-sell.

For each audience segment that is identified as a target, our teams assemble the right creative and a landing page. With our Studio, crafting landing pages tailored to each audience segment is a cinch. Featuring relevant products and adding comparison shopping is also fully automated. Easy widgets to incorporate store locators, social media posts, influencer videos and surveys help our brands scale creative conversations with digital consumers. When consumers engage with these pages, our brands acquire audience data that signals their interests and purchase intent.

Given our scale, setting up data driven campaigns increases manual effort significantly. With deep API integration with popular media platforms like Google and Facebook, we automate this process using software and set up campaigns with the right ad-structures on target media platforms. Once campaigns are live, we leverage data and deep learning to maximize reach to the brand’s most valuable audiences and serve them winning creatives.

Acquire first party data at scale :

Leveraging our platform, we incorporated a path to purchase on all our brand communication. Product discovery and real time comparison shopping across shopping sites (with up to date price, discounts and availability) helped users seamlessly extend to lower funnel actions. This helps us acquire audience signals all along the purchase journey - awareness, interest, consideration & purchase. By capturing rich actionable signals from implicit user actions, our ability to better understand consumer context increased dramatically. For example, we could build audience segments like in-market-shoppers, natural-lovers, dry-skin-users etc.

Addressable Audiences across media platforms :

Our Audience Manager automatically on-boards our first party audience data as custom audiences on various media platforms. This helped us scale walled gardens and build cross platform addressable audiences for our brands. With first party audiences available at meaningful scale on all media platforms, every campaign of ours starts with a seed audience segment that is most relevant for a given marketing objective.

In a short span of 5 months :

- Our teams crafted over 1000 landing pages matched to different audience segments that our paid media campaigns targeted

- Our shoppable ads activated over 5 million shopping journeys resulting in a 3X increase in our e-commerce sell-thru

- Over 5 million users added to the brands’ first party audience addressable on Facebook, Google, TTD and other media platforms

- Targeting effectiveness was up 3X (measured by relevance and brand lift scores, likes and shares, click-thru, view-thru and sell-thru rates)

- Our campaigns delivered up to 25% higher reach for the same media spend, resulting in a higher return on our advertising spend.