{"id":13911,"date":"2023-06-09T00:00:00","date_gmt":"2023-06-09T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/success-story\/emil-frey-improves-user-journey-and-doubles-conversion-rate-with-gmp-gcp\/"},"modified":"2026-02-26T20:05:19","modified_gmt":"2026-02-26T20:05:19","slug":"emil-frey-improves-user-journey-and-doubles-conversion-rate-with-gmp-gcp","status":"publish","type":"success-story","link":"https:\/\/e-dialog.group\/en\/success-story\/emil-frey-improves-user-journey-and-doubles-conversion-rate-with-gmp-gcp\/","title":{"rendered":"Emil Frey Improves User Journey and Doubles Conversion Rate with GMP &amp; GCP"},"content":{"rendered":"<h2>Challenge<\/h2>\n<p>As a key player in its sector and with ambitious growth plans, Emil Frey set out to explore more personalized digital marketing opportunities&mdash;enabling them to increase revenue by engaging with customers in the market who are most likely to purchase.<\/p>\n<p><a href=\"https:\/\/e-dialog.group\/at\/kontaktformular\/\"><br>Contact us with questions about conversion rate optimization!<br><\/a><\/p>\n<h2>Goals<\/h2>\n<ul>\n<li>Improving customer journey through personalization<\/li>\n<li>Implementation of purchase propensity modeling<\/li>\n<li>Consolidation and activation of marketing data<\/li>\n<li>Improvement of media efficiency<\/li>\n<\/ul>\n<div id=\"highlight-text-block_6a352117835829b56a1e0cdd14591915\" class=\"highlight-text block block--highlight-text\" data-title=\"\">\n  <div class=\"highlight-text__content content\">\n    <svg class=\"content__decoration\" width=\"292\" height=\"292\" viewbox=\"0 0 292 292\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n      <circle cx=\"146\" cy=\"146\" r=\"113.5\" stroke=\"#FBC105\" stroke-width=\"65\"><\/circle>\n    <\/svg>\n    <h3 class=\"content__hl\">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.<\/h3>          <div class=\"content__text\"><p><cite>Henri Lyon, Director, Emil Frey AG, Marketing Services<\/cite><\/p>\n<\/div>\n              <svg class=\"content__question-mark\" width=\"40\" height=\"38\" viewbox=\"0 0 40 38\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path d=\"M35.216 0.968261C38.0873 5.66466 39.523 10.4034 39.523 15.1844C39.523 19.4154 38.4673 23.456 36.3561 27.3062C34.2026 31.1987 31.099 34.7527 27.0454 37.9683L22.1684 34.9854C21.7462 34.7316 21.4506 34.4142 21.2817 34.0334C21.1128 33.695 21.0283 33.3565 21.0283 33.018C21.0283 32.6372 21.1128 32.2776 21.2817 31.9391C21.4506 31.6006 21.6406 31.3045 21.8517 31.0506C22.4007 30.4159 22.9918 29.6755 23.6252 28.8293C24.2163 27.9831 24.7653 27.0523 25.272 26.0369C25.7787 25.0637 26.2009 23.9848 26.5387 22.8002C26.8765 21.6155 27.0454 20.3462 27.0454 18.9923C27.0454 17.5537 26.8132 16.0094 26.3487 14.3593C25.8842 12.7516 25.1031 11.0592 24.0052 9.28215C23.6252 8.68982 23.4352 8.09748 23.4352 7.50514C23.4352 6.15123 24.1952 5.19925 25.7153 4.64922L35.216 0.968261ZM14.1879 0.96826C17.0592 5.66466 18.4948 10.4034 18.4948 15.1844C18.4948 19.4154 17.4392 23.456 15.3279 27.3062C13.1745 31.1987 10.0709 34.7527 6.0173 37.9683L1.1403 34.9854C0.718045 34.7316 0.42247 34.4142 0.253567 34.0334C0.0846676 33.695 0.000221656 33.3565 0.000221685 33.018C0.000221718 32.6372 0.0846677 32.2776 0.253567 31.9391C0.422471 31.6006 0.612485 31.3044 0.823613 31.0506C1.37254 30.4159 1.96369 29.6755 2.59707 28.8293C3.18822 27.9831 3.73715 27.0523 4.24385 26.0369C4.75055 25.0637 5.1728 23.9848 5.5106 22.8002C5.8484 21.6155 6.01731 20.3462 6.01731 18.9923C6.01731 17.5537 5.78507 16.0094 5.32059 14.3593C4.85611 12.7516 4.07495 11.0592 2.9771 9.28215C2.59707 8.68982 2.40706 8.09748 2.40706 7.50514C2.40706 6.15122 3.16711 5.19925 4.68722 4.64922L14.1879 0.96826Z\" fill=\"#2A6CD0\"><\/path>\n      <\/svg>\n      <\/div>\n<\/div><div id=\"basic-content-block_425be71abf02d847e1f6835d3fd09cb0\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Measures<\/h2>\n<p>e-dialog&rsquo;s collaboration with Emil Frey began with the consolidation of campaign activities in Campaign Manager 360 (CM360) and Display &amp; Video 360 (DV360). As a second step, personalized communications were created in three languages via Google&rsquo;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.   <\/p>\n<h2>Results<\/h2>\n<p>Emil Frey recorded growth across a range of KPIs&mdash;despite ongoing political and social unrest throughout Europe. For example, automated frequency capping via Ads Data Hub saved significant time in campaign management. <\/p>\n<p>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. <\/p>\n  <\/div>\n<\/div>  <div id=\"kpi-large-block_55936aeae91dd022ae11c35faadfe585\" class=\"kpi-large block block--kpi-large\" data-title=\"\">\n    <div class=\"kpi-large__content content\">\n      <ul>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"1078\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">Conversion Rate<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-down-right\"><\/use>\n                <\/svg>\n                            <span data-count=\"44\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">CPL \/ Cost per Lead<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"104\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">Conversions<\/span>\n                                  <\/li>\n              <\/ul>\n    <\/div>\n  <\/div>\n","protected":false},"featured_media":13844,"template":"success-story-old.php","meta":{"_acf_changed":false},"categories":[446,450],"channel":[452],"country":[468],"goal":[466,462],"industry":[471],"c-year":[48],"class_list":["post-13911","success-story","type-success-story","status-publish","has-post-thumbnail","hentry","category-campaigns","category-technology","channel-display","country-germany","goal-performance-marketing","goal-personalize-the-customer-journey","industry-b2b","c-year-48"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Emil Frey: GMP &amp; 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