VELUX wanted to harness the full power of data to offer a personalized advertising experience. Knowing that their customers made purchases largely based on their location, VELUX invested in dyvenia’s team of advanced data analysts to develop the ability to target customers with highly personalized messages.
How we helped VELUX increase display ad campaigns performance by over 30%
This initiative has become one of the main pillars of our marketing approach. It’s a way of thinking, a guideline for planning our investments and a data framework that supports always-on digital engagement. And dyvenia plays a significant role in this process.
Impact
VELUX is a global manufacturing leader with more than 11.000 employees. For more than 80 years, the VELUX Group has been creating better indoor environments by bringing daylight and fresh air into homes and other buildings all over the world. The VELUX Group was founded in Denmark and is today an international company with a presence in more than 40 countries.
The Challenge
VELUX knew that their ad display campaigns would perform better if the marketing team could increase their knowledge about their customers to reflect in the messaging architecture.
The key tenets were:
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Demand for particular types of products is shaped by customer location and other attributes (such as affluence and lifestyle).
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Adapt the display ad messages to the unique customer attributes and location.
How dyvenia Operates
At dyvenia we support companies seeking to maximize the value of their data. Using our talent and services we take our clients’ data capabilities to the next level.
We do this by:
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Reaching quick wins to build momentum.
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Offering flexible business models to reflect each client’s circumstance.
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Augmenting client teams with our talent.
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Always working transparently to keep the client informed of progress and expenditures.
Our approach with VELUX:
To start, we wanted to pursue a quick win for VELUX, while ensuring transparency throughout the entire process.
The Solution
The dyvenia analytics team combined 30 data sources to identify customer location and other characteristics to craft the most fitting message for potential VELUX customers.
Publicly available geospatial data was used first to determine locations and then combined with provincial data for more detail. This served as the foundation for classifying the unique locations into messaging clusters. A specific ad display campaign was developed for each cluster.
The foundation was enriched with additional information including sales and engagement information, and led to a greater understanding of the location characteristics which resulted in better targeting opportunities.
In subsequent releases, the foundational data was expanded with even more complementary datasets to render the most fitting message possible.
Our approach
We approached the client’s project with a quick win in mind, while ensuring complete transparency at every step of the way.
This initiative is showing how significant personalization is for successful marketing efforts. Data has become one of the main growth enablers and with the support of the dyvenia team we have succeeded in expanding our data capabilities and producing important improvements.
