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?”