Full-stack integration for Globus for intelligent campaign delivery
Intro
Using full-stack GMP and CRM data, e-dialog developed a holistic campaign management and personalization workflow for the Swiss department store chain Globus, covering the entire customer journey from targeting and bidding to dynamic creatives.
Goals
- Utilizing existing online shop assets for display advertising
- Complete automation and dynamization of 1st-party data
- Massive reduction in maintenance effort and thus costs after a one-time setup
With the Google Marketing Platform, we succeeded in creating a sustainable solution to reduce banner creation costs to almost zero and significantly ease the workload for the marketing team.
Andreas Hink, Head of Digital Marketing, Globus
Measures
The high-quality assets used in the online shop were leveraged by e-dialog for remarketing – fully automated, without additional creative effort, and with maximum efficiency in audience management, booking, and maintenance. In more than 2,500 different variations, relevant categories are displayed to the user according to their behavior.
For this purpose, a holistic campaign management and personalization workflow along the customer journey was developed with the full-stack GMP and CRM data integration. The challenge was, on the one hand, to link, consolidate, and enrich CRM data with 3rd-party data, and on the other hand, to deploy it in dynamic advertising materials via a recommendation engine. </p
Results
The CRM integration triggers specific actions based on offline signals, enabling an omnichannel approach. 2,500 banner variations (over 300 categories in 4 formats and 2 languages each) ensure relevant user engagement – dynamic and fully automated.
In combination with attribution modeling, Globus achieved a 214% increase in transactions, a 260% increase in sales, and a 38% increase in e-commerce conversion rate. The setup is sustainable and flexible.
- % e-commerce conversion rate
- % Sales increase
- % more transactions
Source: e-dialog, Storyboard for category remarketing with Dynamic Ads
