TheProblem:Advertisingcampaignyieldedsub-optimalresultsArestaurantchainaskedthisTier1mobileserviceprovidertohelplaunchacampaignsendingmessagestoconsumers’mobilephones,encouragingpeopletodownloadtherestaurant’sfreeapp.
Initially,themessagesweresenttolargeaudiencesegments,createdonthebasisofstandarddemographicinformation,suchasdevicetypeandagegroupofopt-insubscribers.However,theadcampaignwascostly,asitwasbeingsenttomillionsofmobileusers,andwasyieldingpoorresults– about.6 appdownloadsperevery100messagessent.
Therestaurantchainchallengedthemobileoperatortoimprovetheconversionrate,agreeingtopaymoreforeachdownloadiftheoperatorcouldbettertargettheircustomers.
TheSolution:Audiencesegmentsbasedsubscribercontentinterest
UsingGuavussoftware,themobileoperatorwasabletoseparatethetargetaudienceintosub-segments,usingbothdemographicsandcontentinterest.Basedontheirinterests,suchastravelorspecialtyfood,subscribersnowreceivedpersonalizedmessageswithlinksincluded.Foodiesnolongerreceivedthesamemessageastravelers.
Thissmallchangeproducedstaggeringresults.First,thepercentageofconsumerswhoactuallyclickedonthelinkinthemessagewentfrom2%to8%.Second,ofthepeoplewhoclickedonthemessage,53%downloadedtheappvs.27%previously.Thisresultedina7xincreaseinconversionrate!
Theoperatornowreceivedmorerevenuepermessagesent.Therestaurantwaswillingtopayahigheramountpermessagebecausethepersonalizationdrovehigheradoptionrates.Conversely,thecosttorunthecampaigndecreasedduetothesmaller,more-focusedaudiencesegments.Betteradoptionratesatalowercost.Awin-win!
Restaurant Increases Ad Campaign Conversion Rate 700%!
7XIncreaseinConversionRates:Bycreatingsub-segmentsofsubscribersbasedoninterests,clickthroughratesanddownloadsofappsincreased7X!
PersonalizedMessaging:Real-timemeasurementofsubscriber’sbehaviorsenabledtheserviceprovidertooffertargetedmessagingbasedonconsumers’interests
IncreasedValuetoConsumers:Tailoredcontentwasmorereadilyacceptedbyconsumers
TimetoMarket:ServiceproviderusedGuavus’off-the-shelfURLandmobileappcategorizationstooffersubscriber-basedanalyticsquickly
HigherRevenuePerDownload:Personalizedmessagingintargetedsegmentsdramaticallyincreasedadoptionratesandvaluetocustomer
Real-timeProcessingatScale:Datafrommillionsofsubscribersprocessedinreal-timeandcombinedwithdemographicinformationfromCRM
Results with Guavus:
Case Study
Tier1MobileOperatorIndustry:
Real-time Advanced Data Analytics
Standardmessagingadvertisingcampaignforrestaurantwasyieldingbelowaverageresults.
Messagesweresenttolargeaudiencesegmentsbasedondemographicsonly.Click-throughratesandappdownloadrateswerepoor.
Challenge:
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GuavusMarketingInsightProduct:
