restaurant increases ad campaign conversion rate 700%! · personalization drove higher adoption...

TheProblem:Advertisingcampaignyieldedsub-optimalresultsArestaurantchainaskedthisTier1mobileserviceprovidertohelplaunchacampaignsendingmessagestoconsumers’mobilephones,encouragingpeopletodownloadtherestaurant’sfreeapp.

Initially,themessagesweresenttolargeaudiencesegments,createdonthebasisofstandarddemographicinformation,suchasdevicetypeandagegroupofopt-insubscribers.However,theadcampaignwascostly,asitwasbeingsenttomillionsofmobileusers,andwasyieldingpoorresults– about.6 appdownloadsperevery100messagessent.

Therestaurantchainchallengedthemobileoperatortoimprovetheconversionrate,agreeingtopaymoreforeachdownloadiftheoperatorcouldbettertargettheircustomers.

TheSolution:Audiencesegmentsbasedsubscribercontentinterest

UsingGuavussoftware,themobileoperatorwasabletoseparatethetargetaudienceintosub-segments,usingbothdemographicsandcontentinterest.Basedontheirinterests,suchastravelorspecialtyfood,subscribersnowreceivedpersonalizedmessageswithlinksincluded.Foodiesnolongerreceivedthesamemessageastravelers.

Thissmallchangeproducedstaggeringresults.First,thepercentageofconsumerswhoactuallyclickedonthelinkinthemessagewentfrom2%to8%.Second,ofthepeoplewhoclickedonthemessage,53%downloadedtheappvs.27%previously.Thisresultedina7xincreaseinconversionrate!

Theoperatornowreceivedmorerevenuepermessagesent.Therestaurantwaswillingtopayahigheramountpermessagebecausethepersonalizationdrovehigheradoptionrates.Conversely,thecosttorunthecampaigndecreasedduetothesmaller,more-focusedaudiencesegments.Betteradoptionratesatalowercost.Awin-win!

Restaurant Increases Ad Campaign Conversion Rate 700%!

7XIncreaseinConversionRates:Bycreatingsub-segmentsofsubscribersbasedoninterests,clickthroughratesanddownloadsofappsincreased7X!

PersonalizedMessaging:Real-timemeasurementofsubscriber’sbehaviorsenabledtheserviceprovidertooffertargetedmessagingbasedonconsumers’interests

IncreasedValuetoConsumers:Tailoredcontentwasmorereadilyacceptedbyconsumers

TimetoMarket:ServiceproviderusedGuavus’off-the-shelfURLandmobileappcategorizationstooffersubscriber-basedanalyticsquickly

HigherRevenuePerDownload:Personalizedmessagingintargetedsegmentsdramaticallyincreasedadoptionratesandvaluetocustomer

Real-timeProcessingatScale:Datafrommillionsofsubscribersprocessedinreal-timeandcombinedwithdemographicinformationfromCRM

Results with Guavus:

Case Study

Tier1MobileOperatorIndustry:

Real-time Advanced Data Analytics

Standardmessagingadvertisingcampaignforrestaurantwasyieldingbelowaverageresults.

Messagesweresenttolargeaudiencesegmentsbasedondemographicsonly.Click-throughratesandappdownloadrateswerepoor.

Challenge:

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GuavusMarketingInsightProduct: