Within six months, Team One had set up an Oracle Marketing Cloud data management platform for their luxury automobile client to unify customer data from multiple sources, and then analyzed that data to optimize each channel’s reach and performance. Team One conducted several tests, with the first one being a Unified Consumer View in Display Media test. The purpose was to identify the same visitors and their actions across channels and devices to provide more contextual messaging and drive customers further and faster down the buying process. They targeted the client’s website visitors who showed interest in two predetermined models and tracked their color preferences. Team One created and delivered highly relevant ads based on those customer choices.
The test results showed a significant lift in two key areas–a 57 percent increase in click through rates and a 60 percent increase in conversion rates. The test also indicated static banners that featured personally relevant automobile colors outperformed dynamic rich media banners. The data collected was available for immediate use and led to the client redesigning key pages of their website to improve performance. The client was so pleased with the results, senior management rolled out the data management platform to other brands within the automobile company.