Post by account_disabled on Dec 27, 2023 9:25:18 GMT
In a context of deep digital transformation and with a vision focused on understanding and comprehending the value and behavior of consumers, OMD and Navidul have made this project a reality , focused on better understanding consumer needs through precise measurement of conversations. generated between the brand and its customers from the online and physical sales channel; a project implemented by Annalect , the data, technology and marketing science unit of Omnicom Media Group. From OMD's point of view, the ability to establish direct connections with consumers , as well as the analysis and understanding of these conversations , will mark the evolution of the brand in terms of overall sales results and in the creation, development and launch of personalized value proposals, capable of anticipating and providing solutions to your desires and needs.
The implementation of CDP technology , by OMD and Annalect, has been key to raising the digital maturity of Navidul , as well as to optimize the campaigns activated in digital media based on better knowledge of the Phone Number List consumer. With this strategy, Navidul is preparing for a near future without third-party cookies , starting to exploit first party data, both in its own channels and in digital media. The segmentation of the different data sources based on the needs of each campaign, the monitoring of on and offline sales and the web browsing of each of the registered users, have been the keys to having a unique digital vision of the user and achieve their loyalty through the adaptation of the content and offer based on their needs . Which has led Navidul to achieve an increase in purchase frequency by +42% through the sending of emailings , with a click rate greater than 50% and an optimization of digital campaigns and a result of + 34% of total sales in the online channel .
According to Sara Navarro of Navidul : “In a context in which it is no longer understood that the consumer is not positioned in the center, and in which the brand-consumer relationship has evolved into a bilateral conversation model that is here to stay, The CDP not only allows an optimization of resources and an increase in the efficiency of our campaigns, but also a real listening to the needs and desires of Navidul consumers , which allows the development of personalized content and value proposals specially designed for each type of consumer. According to Noelia Fernández , Group Account Director of OMD: “Thanks to the predisposition, trust and joint vision developed during these last years between OMD and Navidul, it is a pride to continue working on the development of this project, which will allow us to continue advancing and therefore This ensures, in the long term, control in the management of conversations, as well as “one to one” experiences between brand and consumers, with the aim of keeping alive the promise of personalization in a context of reduced access to cookies.
The implementation of CDP technology , by OMD and Annalect, has been key to raising the digital maturity of Navidul , as well as to optimize the campaigns activated in digital media based on better knowledge of the Phone Number List consumer. With this strategy, Navidul is preparing for a near future without third-party cookies , starting to exploit first party data, both in its own channels and in digital media. The segmentation of the different data sources based on the needs of each campaign, the monitoring of on and offline sales and the web browsing of each of the registered users, have been the keys to having a unique digital vision of the user and achieve their loyalty through the adaptation of the content and offer based on their needs . Which has led Navidul to achieve an increase in purchase frequency by +42% through the sending of emailings , with a click rate greater than 50% and an optimization of digital campaigns and a result of + 34% of total sales in the online channel .
According to Sara Navarro of Navidul : “In a context in which it is no longer understood that the consumer is not positioned in the center, and in which the brand-consumer relationship has evolved into a bilateral conversation model that is here to stay, The CDP not only allows an optimization of resources and an increase in the efficiency of our campaigns, but also a real listening to the needs and desires of Navidul consumers , which allows the development of personalized content and value proposals specially designed for each type of consumer. According to Noelia Fernández , Group Account Director of OMD: “Thanks to the predisposition, trust and joint vision developed during these last years between OMD and Navidul, it is a pride to continue working on the development of this project, which will allow us to continue advancing and therefore This ensures, in the long term, control in the management of conversations, as well as “one to one” experiences between brand and consumers, with the aim of keeping alive the promise of personalization in a context of reduced access to cookies.