Learn how real-time CRM data enabled BrandAlley to maximise efficiency of its retargeting investments through RTB. Download the full case study from http://bit.ly/BrandAlleyRTB

1. GROWING RETARGETING ROI WITH
REAL-TIME
CRM SEGMENTATION

2. WHEN CRM MEETS RETARGETING
How real-time CRM data
YEAR OVER YEAR
enabled to 4X Sales Volume
maximise efficiency of its 2X New Customers
retargeting investments 4X CRM Profiles Matched
through real-time bidding

3. OBJECTIVES CHALLENGE
! Maximise efficiency of RTB ! Focus investment on new customers
Retargeting Campaign ! Reactivate 12+ months buyers to
prevent them from turning to a
competitor online outlet
TOOLS
! RTB, retargeting, data ! Web analytics and tag
management, dynamic creative management

4. 1.THE GREAT SPLIT
Prospects vs. Customers
CHALLENGE APPROACH
! Segment new versus
existing Customers NEW EXISTING
CUSTOMERS CUSTOMERS
! Optimise pricing and
creative for each segment
to increase ROI
Using login data and cookies,
Sociomantic was able to identify 20% of
BrandAlley’s website visitors as existing
customers and assign unique
optimisation logics to each segment

5. 2. REAL-TIME CRM SEGMENTS
Applying Purchase History in RTB
CHALLENGE APPROACH
! Segment existing ! Eulerian Technologies passes CRM
customers using parameters to Sociomantic in real-
CRM data time
! Identify each user according to his
! Focus investments on most CRM profile and his purchase
valuable segments to history
increase ROI
! Use purchase history data to
customise real-time bids
and dynamic creative for each
customer

6. PURCHASE HISTORY IN RTB
CRM Data Parameters
Existing CRM Purchase Customer
Customer Profile History Segments
BID PRICE & DYNAMIC CREATIVE
CUSTOMISED PER USER

7. Thanks to these refinements of their RTB
retargeting strategy, BrandAlley saw:
RESULTS
4X mores sales
2X more new customers
4X more users matched to existing CRM profiles for
smarter targeting and higher ROI
Campaign results November 2012 vs. November 2011

8. “ Thanks to a shared focused on real-time
technologies and the granular application of our
first-party user data, this cooperation between
Sociomantic and Eulerian Technologies resulted
in a significant lift in ROI for BrandAlley
compared to our original retargeting strategy.
“
- Sébastien ROBLES, Marketing Director,

9. DOWNLOAD THE FULL CASE STUDY:
http://bit.ly/BrandAlleyRTB
For more info, contact:
LOTHAR KRAUSE
VP Sales
lothar.krause@sociomantic.com
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