How 3 leading brands use a composable CDP to deliver personalized customer experiences
From personalized messaging and deals to curated product recommendations, today’s customers don’t just prefer a personalized experience when they interact with brands — they’ve come to expect it.
And it isn’t only the customers who reap benefits from personalization. Businesses that deliver personalized customer experiences are rewarded by better open rates and click-through rates (email marketing), improved conversion rates, greater return on ad spend, and generally higher revenue generated by campaigns.
But effectively delivering a targeted experience to your customers requires you to have enough high-quality data about them — and for that data to be actionable.
A customer data platform (CDP) like the Simon CDP, which sits on top of a cloud data warehouse (CDW) like Snowflake, can help. CDPs work by ingesting customer data from multiple sources and unifying that data into a single customer profile, which you can then use to power personalized campaigns.
According to our research, leveraging a CDP leads to better segmentation and targeting, higher productivity and collaboration between teams, and easier cross-channel experimentation and execution.
We can go on and on about the benefits implementing a CDP can have for your business. After all, it’s what we do! But instead of rambling, we thought we’d highlight how three of our actual clients — world-leading brands in the video, hospitality, and e-commerce industries — have leveraged the Simon CDP to increase conversions and revenue, boost productivity, and realize real cost savings.
Vimeo increased trial conversions 300%
Vimeo, the popular video-sharing platform and YouTube alternative, embraces a freemium model common in the world of SaaS. Anyone can sign up for a free account, but accessing the platform’s most powerful and valuable tools requires a paid subscription. Converting free users into paid subscribers required Vimeo to make those free users aware of the features and benefits that a paid subscription offered. Enter the 7-day free trial, which allows users to try premium features at no cost.
The free trial was Vimeo’s primary means of nurturing free users along with becoming paid subscribers. But the success of this strategy hinged on one key moment: A user completing their first video upload — which, for a variety of reasons, many users failed to do.
To better nudge users to complete this critical action, Vimeo turned to the Simon CDP and Snowflake, which they used to:
- Understand the precise moment a user abandoned their video upload
- Build a dynamic, real-time segment of free users who abandoned their upload
- Design and execute an A/B test to determine the optimal time for sending an email nudging users to complete their upload
The results were astounding. Personalizing the timing of their email nudges resulted in a 300% increase in conversions to free trials — highlighting the power of incorporating customer data into your marketing efforts.
Click here to learn more about how Vimeo designed and executed their test using Simon CDP.
Travel + Leisure Co. added $350,000 in incremental revenue
Travel + Leisure Co., a world-leading hospitality business consisting of nearly 20 brands, had a problem. The company used multiple websites, call centers, digital marketing platforms, and other systems to service each of its brands — including Wyndham Destinations, Panorama, and Travel + Leisure Group.
This created multiple data siloes that didn’t easily speak to each other, making it difficult for T+L to resolve a customer’s identity across brands, hampering their marketing efforts and ability to grow revenue.
To put that valuable data to use, L+T knew that it would need to be centralized in a single location — ideally one with an easy-to-navigate interface. To make this happen, they turned to the Simon CDP.
With the Simon CDP, Trust + Leisure Co. was able to completely transform their marketing efforts by:
- Empowering their marketing team to find and use customer data quickly and easily, regardless of where it originated, to put it to work.
- Simplifying the process of building customer segments that could be automatically updated in real-time.
- Facilitating the orchestration of highly personalized customer journeys across multiple channels.
As a result, T+L was able to implement more relevant vacation recommendations based on a customer’s transaction history, inventory, demographic information, and web activity. They were also able to conceive and deploy a custom metric — called the customer’s “Next Best Action” — that measured which actions a customer was most likely to take at any given moment in their journey. This score unlocked a level of personalization that T+L has never experienced before.
Ultimately, leveraging the Simon CDP empowered Trust + Leisure Co. to realize $350,000 in incremental revenue per year, reduce technology costs by 30%, and double productivity.
BARK nearly doubled revenue per user
Subscription pet food and supply company BARK knew that it was sitting on a gold mine of customers whose subscriptions had lapsed. With the right messaging and incentives, they believed that these customers could be reactivated. But, like Travel + Leisure Co., BARK had a data problem.
Running reactivation campaigns required BARK to centralize from several disparate systems — including MixPanel, Recurly, Delighted, and its data warehouse — which it typically achieved with one-off database pulls.
This was not only time-consuming and often unwieldy; it was also inefficient. Worse, it meant that retention and reactivation were sporadic events rather than an ongoing process.
BARK’s solution? Using the Simon CDP, BARK created a customer segment of subscribers who had recently canceled their subscriptions. Then, they conducted many A/B tests to fine-tune messaging, timing, and promotional offers for their reactivation campaigns.
They did all of this while keeping an eye on the downstream effects that discounting would have on long-term revenue, to ensure they weren’t setting the business up for trouble down the line.
With the Simon CDP, BARK was able to nearly double revenue per user year over year, and increase campaign volume by 300%.
Click here to learn more about how BARK used the Simon CDP to reactivate lost customers.
Supercharge your marketing efforts with 1:1 personalization powered by Simon Data
Each of the three brands above used the Simon Data CDP in slightly different ways to achieve 1:1 personalization in their marketing campaigns — and saw real, significant results.
Are you ready to unlock the true value of your customer data? The Simon CDP can help. Take a look at our CDP Buyer’s Guide to learn more about what to look for as you evaluate your options, or request a demo today to see how we can work together.
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