Nice news! The nominations for the Dutch Interactive Awards (DIA) 2022 were announced April 5, 2022. We are proud to announce that together with our client Agrio we have been nominated in DIA Award category Data. The DIA Awards are prizes for the very best interactive work by Dutch creators. Watch the case below, read more about the nomination on Emerce or read the interview about the strategy of Agrio.
About the DIA awards
The Dutch Interactive Awards (DIA) are the awards for the very best interactive work by Dutch creators. The DIA presents Gold and Silver awards within 16 categories to the most prominent agencies and clients. The DIA is organized by Emerce and DDA and has been awarded annually since 2010.On April 22, Agrio may pitch its case during the jury day. The public announcement is on June 2 in the Beurs van Berlage.The other nominees in category DATA are:
Privacy safe attribution to drive impact for Renault, Annalect
KlusCV: a giant leap for marketplace-mankind! Freshheads, ICTRecht
Dynamic video ads based on Spotify listening behavior, Happy Horizon
The Second World War Near, IN10
Automated Lead Potential Scoring Algorithm&Trade (ALPSA&trade), Tomorrowmen
DIA Award Case 2022 Agrio
From 0 to 100% data-driven farming!
Agrio knows what's going on on the farm. And when the farmer goes online too, how do you go along with that as a niche publisher in poultry, dairy, swine, arable and regional titles?
How do you create scalable, personalized marketing campaigns and automate journalism in which editorial choices and value-added are fully considered?
Objectives
Commercial goal was autonomous growth in online subscriber acquisition, where completely automated and personalized campaigns should have been created for multiple agricultural titles based on reader data and have become part of the usual workflow in publishing.
Using all the data touchpoints that can be discovered in customer journeys of farmers, Ternair had several challenges to meet with Agrio:
first, that of scalability, as the number of hands is limited for these niche titles.
Secondly, the combination of automated processes had to take into account, on the one hand, the interests per reader based on data and, on the other hand, the news value of articles that is largely determined by editors. In which, however, the decreasing topicality had to be taken into account.
So, combining man and machine; a farmer has never done anything else. This is a data and marketing automation case with lots of personalization, high impact data organization for linking data and content processes, for editors who now impact data choices themselves. And, of course, for a target group that does not change habits easily, but is persuaded by the quality of a solution.
Result
Farmers may have a traditional image, in just a few months this case was activated from data management to content workflows.
Customer data (first party) was integrated into dynamic user segments. Specific reading behavior, buying behavior, person characteristics and demographic profiles of farmers are calculated daily. Content is adjusted and personalized accordingly.
Editors' choices are transparently incorporated into the final personalization, guaranteeing authority and newsworthiness and honoring readers' preferences. A fine example of cooperation.Marketing is reaping the rewards, because through dynamic templates, subscriber acquisition is tailored to individual content with individual offers. Rather read more about purchasing prices or transportation options? Each gives their own value to the content.
The soft conversion is factor 3 higher than the control group, the hard conversion has doubled. A net increase in subscriptions is recorded for the first time in years. How? From trial subscriptions, automated reading frequency is driven through incentives to use the subscription. Timing is essential, campaigns are therefore triggered by readers. Each touchpoint delivers a different paid offer, matching frequency and volume.Where this once seemed reserved for large news titles with a high must-have value, it has been proven that there are scalable solutions for niches. The fact that online subscriber acquisition is bearing fruit with a 50% increase in inflow means that now this sector too is definitely embracing the digital transition. The base is scalable so that focus is again on the creative process, in which Agrio tests and develops new digital propositions for readers.
Ternair
Ternair helped Agrio unlock all its data sources, integrating customer data into customer insight and information.Customer Journeys are largely in the minds of individual marketers and data analysts and were mapped out. Business users could then convert these into campaign flows for different channels in Ternair software without any technical knowledge.
This combination in which customer data and activation are kept very close together in a way that is understandable to the business leads to rapid acceptance of new ways of working. It also ensures that both data models and campaigns can be adjusted very quickly. It proves that data-driven work does not have to be more difficult than necessary and transparent for everyone.
