Sunrise Business Increases Online Revenue with an Always-On Full-Funnel Approach
Intro
As the largest cable network operator with approximately 2 million customers in Switzerland, the B2B division focused on seasonal promotions without leveraging the benefits of an always-on full-funnel strategy combined with a focus on B2B audiences. Due to the lack of generated campaign insights, there was no personalization to reach potential customers dynamically and individually.
Goals
- Optimization of B2B Marketing Strategy
- Visibility & Targeting
- Personalization of Audience Engagement
- Generate and Leverage Insights from Campaigns
e-dialog has brought transparency and a significant performance improvement to our marketing activities and enabled a clear overview of our next steps.
Philipp Leuenberger, Head of B2B Digital Management
Strategy
e-dialog developed a consistently integrated data-driven advertising strategy for Sunrise Business (formerly UPC Switzerland) that enabled precise targeting and increased visibility. Additionally, we designed a Data Driven Dynamic Creative (DDC) setup to personalize the way Sunrise Business engages their relevant audiences.
Measures
To transition from numerous peak campaigns to an always-on approach that ensures permanent visibility and consistent data flow, a strategy workshop was conducted with all Sunrise stakeholders to define the relevant channels and specify the associated KPIs.
The full-funnel strategy included programmatic advertising and social media advertising to create awareness and increase engagement. At the core of this strategy was the conception and creation of a dynamic creative template for personalized engagement of relevant audiences.
Through the implementation of a thorough tracking setup and the use of GA360, precise monitoring of jointly defined goals was possible, visualized through the creation of a Data Studio dashboard for generating and implementing insights in real time.
Results
Thanks to permanent visibility and continuous optimization of the campaign, online revenue increased by 40%, while cost-per-click was reduced by 70%. Due to the dynamic nature of the creatives and the personalized messages, CTR increased by 139%.
- % Online Revenue
- % CTR
- % CPC
