How Manor uses CLV data for activation and increases ROAS by 25%
Intro
By building a data warehouse, retailer Manor has successfully monetized its data.
This case study shows how the retailer was able to increase its data activation in the Google Marketing Platform through value-based bidding based on Customer Lifetime Value. The goal was not only data activation but also linking data sources to obtain a holistic overview of the customer journey. The integrated system of Firestore, sGTM, and the Google Marketing Platform works together seamlessly. The result was a highly successful campaign with a 25% increase in ROAS.
Challenge
Manor is Switzerland’s largest department store group and an omnichannel retailer with 59 branches. The online shop was recently relaunched. Although Manor has extensive customer data in its CRM and Customer Data Platform, it was a challenge to activate this data for online bidding in addition to target groups.
Thanks to e-dialog’s expertise, we were able to successfully use our first-party data in our marketing. The collaborative partnership has not only strengthened our knowledge of our target audience but also enabled the long-term success of our marketing campaigns.
Paul Bahr
Director Digital Marketing, Manor AG
Measures
Since a cloud-based CDP and a server-side Google Tag Manager were already in place, the goal was to integrate the Customer Lifetime Value of millions of customers into the DV360 bidstream using Firestore integration and a custom revenue adjustment. We prompted the algorithm to place higher bids for more valuable customers. This led to better results and increased conversions and ROAS (Return on Ad Spend).
Results
All measures enabled the use of Manor’s valuable first-party data by passing it to third-party systems via server-side tracking while protecting user data. This created valuable audiences for targeting and allowed bids to be adjusted to have a long-term positive impact on ROAS.
- % Match rate
- Weeks Implementation duration and rollout
