Emil Frey Improves User Journey and Doubles Conversion Rate with GMP & GCP
Intro
Emil Frey operates around 60 car dealerships throughout Switzerland and represents approximately 30 different automotive brands. By consolidating and optimizing marketing activities in Google Marketing Platform and Google Cloud Platform, e-dialog achieved increased marketing efficiency and improved personalization for Emil Frey.
Challenge
As a key player in its sector and with ambitious growth plans, Emil Frey set out to explore more personalized digital marketing opportunities—enabling them to increase revenue by engaging with customers in the market who are most likely to purchase.
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Goals
- Improving customer journey through personalization
- Implementation of purchase propensity modeling
- Consolidation and activation of marketing data
- Improvement of media efficiency
The project has proven that consolidating and activating our data using Google Marketing Platform and Google Cloud Platform is a fundamental step toward increasing marketing efficiency and improving personalization.
Henri Lyon, Director, Emil Frey AG, Marketing Services
Measures
e-dialog’s collaboration with Emil Frey began with the consolidation of campaign activities in Campaign Manager 360 (CM360) and Display & Video 360 (DV360). As a second step, personalized communications were created in three languages via Google’s Studio. Subsequently, a purchase propensity model was developed based on raw data from web tracking and utilized via BigQuery. Finally, performance and interaction data from CM360 were used to determine the ideal contact frequency per funnel stage to improve media efficiency.
Results
Emil Frey recorded growth across a range of KPIs—despite ongoing political and social unrest throughout Europe. For example, automated frequency capping via Ads Data Hub saved significant time in campaign management.
The company also more than doubled its conversion rate, while cost per lead nearly halved. Furthermore, audiences with purchase propensity performed 1650% better than the similar audience control group in the timeframe following this case study.
- % Conversion Rate
- % CPL / Cost per Lead
- % Conversions
