Autoglass owner deploys campaign attribution solution
15 Feb 2012: Belron, the world’s largest vehicle glass repair and replacement company and owner of Autoglass, has deployed online customer intelligence software from Celebrus Technologies to launch a campaign attribution solution to manage its global off-line advertising effectiveness through comparing advertising spend against business performance.
The solution, powered by Celebrus data, allows Belron to identify how individual marketing campaigns have directly affected changes in online visitor behaviour, beyond mere uplift in numbers of visitors. Prior to implementing the solution, the ability of Belron to match campaigns to business performance was limited by the lack of accessibility to centralised data sources. Marketing teams would have to locate and collate campaign performance data from each channel and then manually interrogate the data alongside business performance records – an unreliable and time-consuming approach.
Now the company has access to timely, granular data on how off-line campaigns have influenced customer activity. The campaign attribution strategy will allow budget spend to be constantly assessed and optimised by allowing campaign decisions to be based upon accurate commercial insight on individuals’ historical and current interactions with the marketing campaigns.
Belron also aims to use the Celebrus data to highlight the most successful marketing campaigns across its business by identifying the factors that most affect the campaigns’ success, and adapt these accordingly – for instance the optimum timing, channel and content.
Ian Drake, Media Modelling Manager at Belron, commented: “Belron is home to over 30 different business units with the head office playing the role of sharing best practice across the group. One of the biggest challenges we had was gaining ready access to detailed data. One of the few pieces of shared infrastructure that the business has is the web platform for our consumer website which operates over the majority of the group. By basing our campaign attribution on reliable data provided by Celebrus Technologies – which gives us visibility of individuals’ interactions with our website, both recently and on previous visits – we are able to make far more detailed and informed decisions on what marketing approach is most suitable, effective and ultimately, profitable.”
The campaign attribution solution is based upon data feeds from several international advertising campaigns and is set to initially focus on data drawn from France, Germany and the United States. By being able to track the success of an advertising campaign, Belron will be able to use different response modelling techniques to examine website activity and then extrapolate return on individual advertising investment.
Drake concludes, “Whilst the initial project focuses on data drawn from France, Germany and the United States, the campaign attribution solution will later be rolled out over all of our global businesses in a number of stages. To date, the Celebrus data has been used in a wide variety of ways to enable our local marketing teams across Europe and the Americas to understand their advertising programmes and associated success. We are now able to take this one step further and use the data to closely examine our overall marketing activity to determine where the greatest effect can be found.”
Katharine Hulls, VP of Marketing at Celebrus Technologies, added: “Investment in marketing has been closely watched over the last few years to ensure that tangible results are being seen, and this scrutiny can only be expected to grow in the coming months and even years. As a result, accurate campaign attribution that takes into account a customer’s entire journey, even across multiple channels, and shows where the greatest reward is being seen is absolutely vital. How else can a marketing budget be secured year on year?”
20 May 2013: In the third of our special series of articles profiling the database marketing industry, we catch up with Hopewiser, Alchemetrics, Callcredit and greenstone data solutions.
22 May 2013: Insurance provider Ageas has appointed Mark Hanson as Marketing Director for its two over 50s insurance brands, RIAS and Castle Cover.
20 May 2013: Comet Global Consulting, the customer interaction expert, has secured an additional two-year deal with Sky, to further develop and support the company’s customer relationship management and customer interaction systems and operations.
21 May 2013: — Experian has launched a new online credit risk and marketing portal putting a wealth of vital business information at the fingertips of UK SMEs.
8 May 2013: Hector Vass, former Systems Architect in the Customer Lifecycle and Optimisation team at the Lloyds Banking Group, has joined marketing analytics agency Metametrics as Chief Technology Officer.
8 May 2013: The Institute of Fundraising’s Special Interest Group for Insight in Fundraising has announced the shortlist of finalists for the Insight in Fundraising Awards 2013.
8 May 2013: ghd, the UK hair-straightening brand, has seen conversion rates soar as a result of improving the shopping experience on mobile devices using data gathered through Celebrus Technologies’ software.
7 May 2030: Maileva, a European leader in hybrid direct-mail solutions, and Selectabase, a supplier of marketing data, have joined forces to offer marketers what they call "a unique, easy-to-use and cost-effective direct-marketing solution".
7 May 2013: Really Simple Systems, one of the world’s largest providers of hosted CRM systems, has announced availability of an interface to Sage One – Sage's online accounting system.
15 Apr 2013: Following the launch of the Smartdepart suppression file last month, data and targeting specialist Wilmington Millennium has now launched Smartlink, a new goneaway database for direct marketers.
15 Apr 2013: Celebrus Technologies has deepened its partnership with Teradata through its new ability to feed individual-level digital channel data directly into Teradata Real-Time Interaction Manager.
15 Apr 2013: Data8, the data enrichment specialist, has added to its suite of real time data validation applications with the introduction of bank account validation.
15 Apr 2013: The consolidated revenue of Weborama, the European leader in the management, distribution and tracking of targeted online advertising, grew by 5% in the first quarter of 2013.
5 Apr 2013: Kwik-Fit Group has appointed customer engagement agency Lateral to handle the automotive company’s customer eCRM programme.
5 Apr 2013: It is predicted that, over the next year, the human race will produce 4 Zetabytes of new data, which represents about 1 quintillion new objects. Are marketers ready for this deluge and is it an opportunity or a threat, asks the IDM?