Using Customer Purchase Data to Drive Store Sales 33%
Case Type: Extraction and analysis of email and CRM data to inform restaurant marketing campaigns designed to drive traffic to local stores
Client Type: Two separate restaurant chains with national exposure using Open Table for online reservations
Challenge: Uncover the best-performing email promotions to test in complementary paid media channels for overall ROI lift, customer retention, and upsell opportunities. Provide actionable audience segmentation analysis for clients.
Solution: Used audience segment analysis to identify performance impact on restaurant traffic as it pertained to each cross channel marketing campaign and promotion. Developed upsell opportunities across display, paid search and email marketing.
Approach: Analyze marketing automation provider Fishbowl lists and audience lists captured from guests making online reservations (via Open Table) for best-performing email marketing promotions. Performance data was then compared to components of the email message(s) (i.e., subject lines in complementary paid media channels), to identify customer retention and upsell opportunities. Use audience information to create an additional set of prospects through look-a-like modeling. This allowed the team to find additional high-value customers.
Results: The analysis of the customer loyalty data created the opportunity to increase overall sales by 33% during the first quarter in which this approach was deployed. This result inspired a more comprehensive media strategy across multiple channels. Among other insights, winning email subject lines were used to improve banner creative call-to-actions, resulting in higher engagement in paid media ads and overall greater marketing effectiveness.
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