building brand through data-driven audience targeting · building brand through data-driven...
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Proprietary & Confidential
Building Brand through Data-Driven Audience Targeting
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Founded in 1960, Domino’s Pizza ranks among the world’s top public restaurant
brands with a global enterprise of more than 16,000 stores in over 85
international markets. Founded in 1983, Domino’s Pizza of Canada is the
Canadian franchisee of Domino’s. With 525 stores nationwide including in every
province in Canada, Domino’s is an industry leader in both delivery and
carryout pizza.
Bounteous has been a strategic partner for Domino's digital transformation
over the last decade, beginning with an online ordering experience that makes
the pizza taste better. Bounteous manages Domino’s omnichannel marketing,
promotions, and franchise-level support across SEM, Display, Social, Email,
Local, and Organic Search.
Domino’s is always striving to meet customer needs by evolving their digital
footprint as a world-class technology and eCommerce company that also makes
great pizza.
S U M M A R Y
S E R V I C E S
Enterprise Analytics
Data Science Solutions
SEO & SEM
Digital Marketing & Strategy
Conversion Optimization
P A R T N E R S
Google Marketing Platform
Google Cloud Platform
Google Analytics 360
Google BigQuery
Google Display & Video 360
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A customer-first focus would help solidify Domino’s position among the
leaders in the Quick Service Restaurant space by providing greater control
over media messaging and digital ad spend.
To drive this vision forward, Domino’s needed to transform its digital
engagement into actionable results by using marketing-led insights focused on
scalability to reach core audience segments. Domino’s didn’t just want to
advertise, but to reach people when they have needs and be truly “people
first.” Loyalty data, franchise interest, and demand factors had to be
incorporated into a solution that increased revenue and customer lifetime
value. In short, Domino’s needed “people-first marketing.”
C H A L L E N G E
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Bounteous knew it was imperative to reach core customers with online ordering
experiences that resonate in the most urgent and even “hangry” moments. Our
strategy aimed to grow Domino’s top-line revenue by identifying and engaging
core customers with the right message at the right time. We developed
personalized, scalable brand experiences that allowed consumers to engage
seamlessly across platforms and devices.
Bounteous leveraged Google Marketing Platform and Google Cloud Platform in
order to dynamically generate core audience targets based on a user's propensity
to transact. Google Analytics 360, Google BigQuery, and other Google Cloud
components such as Pub/Sub, Cloud Storage, and Cloud Functions, allowed us to
collect custom audience data, conduct granular customer analysis, and identify
what purchase, engagement, and loyalty program data points make users most
likely to convert.
S O L U T I O N
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Segmenting and dynamically updating
audiences based on their loyalty status and
propensity to convert led to a 6.8X
incremental return on ad spend and a
2% incremental lift in conversion rate,
making Domino’s advertising spend more
efficient in reaching key customers when it
mattered most.
R E S U L T S