"Following exploratory analysis, our data science team conducted a CRM analysis of all historical first-party data. Data modelling allowed us to identify key themes on frequency and recency, by looking at spend analysis of how much and how regularly customers purchased. Product affinity analysis showed which products were most likely to be bought together, or by the same person."
"We developed a plan to improve results by activating the CRM analysis results to reach the relevant audiences. Using lookalike modelling we found more high-value customers across Facebook, Instagram and Google. We encouraged one-time customers to make a repeat purchase by targeting them with products they are most likely to buy."
"Throughout the campaign performance was monitored with optimisations made on a daily basis. To measure success we tracked campaign data alongside the broader on-site data in Google Analytics to ensure performance was exceeding targets as well as impacting the broader business goals."
ChloBo, a handmade jewellery brand, partnered with Regital to expand its direct-to-consumer and online presence through data-led digital marketing. A comprehensive CRM analysis of first-party customer data identified key patterns in purchase frequency, recency, and spending behavior. Product affinity analysis revealed which items customers purchased together. This segmentation enabled targeted activation across Facebook, Instagram, and Google using lookalike modelling to find high-value customers, encourage repeat purchases from one-time buyers, and convert new customers with high-performing products. Daily campaign monitoring and optimization against Google Analytics ensured performance exceeded targets. Results included 89% increase in annual DTC online sales, 11% eCommerce conversion rate increase, and 216% ROAS improvement from 2.84 to 9.92.
#crm-analysis #direct-to-consumer-marketing #customer-segmentation #digital-marketing-roi #data-driven-strategy
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