Categories Name : Enabling Technologies

Sub-Category : Data/Insights

Entry Name (Campaign) : Powering Campaigns by Intelligent Suppression and Smart Clustering via CDP

Results

By harnessing the power of our Customer Data Platform (CDP), we were able to significantly enhance our digital marketing performance. Here's a breakdown of the key achievements and strategies: CDP Integration in Media Activations: CDP segments have become an integral component of our media activation strategy for Maruti across all digital campaigns. This means that we consistently use the audience data and insights from our CDP to tailor and target our advertising efforts. Whether it's for re-targeting, suppression, personalization or lookalike audiences, our CDP segments play a central role in shaping our campaigns. Improved Click-Through Rate (CTR%): Our effective utilization of the CDP audience allowed us to double the Click-Through Rate (CTR%), indicating the relevance and engagement of our ad content. Cost Savings: Alongside the CTR improvement, we achieved an average media cost saving of approximately INR 50 lakhs per quarter. This indicates that by using CDP data for audience targeting and segmentation(suppression), we optimized our advertising spend, ensuring that we reached the right audience with the right message. As a result, we reduced unnecessary expenses while maintaining or even improving campaign performance. In summary, our effective utilization of the CDP audience had a twofold impact on our digital marketing efforts. It not only led to a substantial improvement in CTR, indicating the relevance and engagement of our ads, but it also resulted in significant cost savings, optimizing our advertising budget.