Webinar Notes: How to Leverage a Customer Data Platform to Optimize Acquisition & Ad Spend -- Featuring Clarks and Criteo

Jul, 16 2018

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By themselves, Criteo and AgilOne are respectively the best-in-class for their categories. 

Combined, they create an exceptional resource for brands looking to deliver 1:1 digital advertising while gaining a 360 view of their customer's purchase journey and history.

Criteo has long surpassed its days of being seen as a retargeting platform; instead, they are a total commerce solution helping over 18,000 global clients maximize conversions and deliver seamless customer experiences through identity, decisioning, and personalization.

With the integration between the two platforms, AgilOne's Identity Resolution Engine cleanses, dedupes, and stitches online and offline first party data, and feeds this clean customer record into Criteo's platform. This allows brands to gain insights on who their customers are, measure the impact of their digital performance marketing campaigns on all commerce channel, and ultimately create relevant and engaging digital campaigns to target multi-channel shoppers.

One company that is taking full advantage of the AgilOne and Criteo integration is Clarks - a leading US retailer renowned for their stylish and comfortable shoes. Below are a few top use cases from Clarks' experience combining a Customer Data Platform (CDP) with Criteo's capabilities.

Understanding Customers Across Channels and Journeys

From the very beginning, Clarks' marketing team knew it was imperative for them to have a deep understanding of their customers in order to deliver the personalized, relevant, and respectful experiences that buyer's have come to expect from the brands they engage with.

Utilizing Criteo's identity matching (most accounts have well over a 70% match rate) and Shopper Graph, powered by AgilOne's first part data, Clarks is able to target their customers on a 1:1 basis, and ensure they are serving them the most relevant product ads based on their history and purchase propensity. A key component for this success is AgilOne's ability to track anonymous customer behavior, like web browsing, and identify them using things like ESP address, ISP, loyalty number etc. and append that data to the customer's master profile in real-time.

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Once AgilOne's data is passed to Criteo, Criteo's platform is not only able to target users based on purchase history, but use their data to target user's intent and serve recommended or like products based on a user's whole experience with the brand, not just based on their online activity. This model is so effective that Criteo has learned that 50% of the products purchased from one of their brand's campaigns was based on a recommended product, not a product previously purchased.

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Correctly Measuring and Attributing Influence to Purchase

Without tools like AgilOne, it can be extremely difficult to properly attribute which channels influenced a purchase. On average, 56% of in-store purchases are influenced by some type of online activity, but brands can't know this unless they are combining both their online and offline data into one place to pull reporting.

For Clarks, they knew that their multi-channel shoppers had a higher AOV and purchase frequency, making them more valuable than their single channel shoppers (in-store only). Data pulled by AgilOne across customers also showed that multi-channel shoppers' buying frequency was 440% higher than single channel shoppers! So even though their multi-channel shoppers is a smaller group, these shoppers spend more money more often, making them their highest value segment.

For those multi-channel customer's who browsed online before coming in store, Clarks was able to determine that 24% of those buyers came and purchased the exact shoe they were served in a digital campaign, while 64% purchased a product from the same category as the banner they had clicked online. Being able to directly attribute what ads a buyer interacted with online to an offline purchase allowed the Clarks' marketing team to confidently report attribution to senior leadership, correctly allocate marketing budget to online campaigns, and evaluate the correct ROAS for digital campaigns.

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However, the percentage of customers who interacted online before coming in store is a very small percentage of Clarks overall customer data base. Reporting from Criteo and AgilOne showed that a whopping 83% of their in store buyers did not engage online before purchasing, giving them a large segment to target online and attempt to turn into multi-channel shoppers.

Personalize Targeted Ads to the Right Buyer

The challenge of true personalization is the chaos the retail ecosystem has created. Retailers are no longer simply selling in their own stores; they are selling through Amazon, in department stores and even in mom and pop stores across the country. For Clarks, it was extremely important that all of their customers, regardless of where they purchased, were being driven to the clarksusa.com website so that they could experience Clarks' full brand story and experience.

Criteo and AgilOne have been working together with online trials to see where else there is potential impact for Clarks ecommerce environment, ultimately looking to capture retail intent and increase share of wallet with clarksusa.com and other retailers. The trials are looking at three key areas:

  1. How display ads are impacting ecommerce/ store sales
  2. How sponsored ads impact retailer and wholesaler's sales
  3. The crossover between the channels and user purchase path

So far, we have been able to increase ROAS for paid search ads leading to clarksusa.com to 5:1, while attributing +14% of wholesale purchases to paid clicks online. This is meaningful for Clarks as they continue working with retailers and wholesalers across the country to show how Clarks paid marketing efforts are impacting direct sales for the retailers.

What's Next for Clarks, Criteo, and AgilOne?

Moving forward, Clarks is looking to continue hyper-targeting and personalizing their online ads. Using Criteo and Agilone, they are working on targeting based on intent and driven by historical data. For example, if someone has a propensity to interact with an ad online and then go in store to try the shoe on, Clarks will serve an ad with their closest store location address and hours to better help that customer in their buying journey. Additionally, the SKU and product information being fed into AgilOne will allow them to only serve store-based ads based on product availability, ensuring the customer won't go to their local store only to find the shoe they had been served in the ad wasn't in stock.

The second key initiative is better utilizing historical user data in AgilOne to continue driving propensity models in Criteo. Using granular data such as basket size, SKUs purchased, in store visits etc. in the propensity algorithms allows the online campaigns to be even more accurate for the user. This not only impacts customer retention, but can help with customer acquisition as well.

For the full details, and to hear directly from Clarks, Criteo, and AgilOne, check out the full webinar recording and slides using the button below!

Access the Webinar