Welhof, e-commerce specialist in refurbished and outlet products, wanted to expand its digital marketing strategy. Despite high website traffic, insight into visitor behavior was lacking and advertising spend could be better utilized. Working with their Performance Marketing agency and Ternair, an integrated, data-driven approach was developed to maximize the impact of digital advertising in conjunction with a first-party data strategy via a Customer Data Platform (CDP) with marketing automation. This led to increased conversions, transactions and significant revenue growth.
Challenge: Limited insight into conversion and customer behavior
Welhof attracted a lot of traffic to its website, but lacked insight into visitor behavior and conversion depended entirely on advertising and third-party cookies. There was a lot of customer data, but no individual-level online user data and no integrated marketing solution, for example, which reduced the effectiveness of the budget. The different phases of the customer journey (See, Think, Do, Care) were not yet optimally utilized, leading to missed opportunities in conversion and customer relations.
Purpose: Data-driven marketing strategy for conversion optimization
The collaboration between Welhof, The Performance Marketing agency and Ternair focused on maximizing conversion through a data-driven approach. Key goals were:
- Convert online advertising traffic into valuable first-party data on a CDP
- Gain deeper insight into target audiences and their behavior
- Implement personalized marketing strategies based on journeys, including custom audiences for social ad retargeting and automated mail campaigns
- Step-by-step implementation of marketing automation and customer data strategy
Solution: Omnichannel marketing automation & targeted advertising
To achieve the set goals, an integrated approach was developed with the following pillars:- Personalized newsletters: Relevant content based on customer data for increased engagement
- Performance-based online advertising: Smart targeting to drive traffic with high conversion probability to the website
- Conversion-optimized landing pages: Designed to maximize conversion and improve user experience
- CDP integration and real-time data links: Seamless integration of data sources for timely and relevant communication
- Marketing automation workflows: Active guidance for execution and optimization of marketing activities.
