and Merkle used audience strategies to connect customer needs and business needs.
Stage I: Near Market: Prospecting Audience Expansion
We selected a seed audience for effective prospecting expansion and built the prospecting lookalike models based on this selected audience. We then overlapped the lookalikes with 3rd party data of cookies who are in-market for a new car. These lookalike cookies allowed us to identify potential clients that mirror similar behavior as our existing customers, and 3rd praty data helps find those who are in the market for a car. Lastly, we deduped people who are already in other retargeting segments, e.g. recent buyers or visited our sites, to ensure our segments did not bid with each other. This resulted in an expansion of our universe by 10x than when we first began the process.
Stage II: In-market: Accurate Audience Targeting
We turned a generic acquisition targeting strategy into an accurate and holistic segmentation by leveraging the SF Audience Studio (DMP) across 3 use cases: suppression, frequency capping, and analytics. The DMP allowed us to drive success with known users, save media budget, and generate insight. Through suppression, the DMP stopped the bleeding of wasted media spending immediately. It also gave us the ability to do frequency capping on a global level across multiple segments/products and prevent overexposure from occurring. SF Audience Studio coupled with our site analytics provided great insight into our best clients.
Stage III: Owner Relationship: Cross-channel Identification and Activation
The objective was to retain owner relationships through personalized service and support by using 3rd party owner data to strengthen owner identification and relationship. By combining 3rd party data with 1st party manufacturer owner data we were then able to target them with relevant messages via cross-channels, digital channels, display, search, social, website etc.