Marketing case study

How we helped VELUX increase the performance of their display ad campaigns by more than 30%?

Our client, VELUX, recognized the importance of harnessing the full power of data to offer a personalized advertising experience. They saw that the purchasing decision of their customers depended on several criteria, with the type of the customer location being the predominant one. For that reason, they decided to invest into a dyvenia team of advanced data analysts who would help them develop the data intelligence required to display a personalized message to their customers.

Impact

32%

improvement in Cost per Click

35%

improvement in Click through Rate

11%

improvement in View through Rate

Initial ideadyvenia ways of workingExample of our activities

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.

— Marco Cordioli

Senior Marketing Director South and Lead Initiative Stakeholder

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.

Initial idea

Their hypothesis was that the more the VELUX Marketing team understood about their customers and the environment they lived in and the better their messaging architecture would reflect these unique circumstances, the better their ad display campaigns would do.

Their key tenets were:

  • Demand for the particular type of their products is shaped by the type of their customer’s location and other pertaining attributes (such as affluence and lifestyle). ​

  • For that reason, they wished to adapt their display ad messages to the uniqueness of the customer and their location.

dyvenia ways of working

At dyvenia, we support companies seeking to maximize the value of their data with the talent and services that help them take their data capabilities to the next level.

We do this by:

  • Reaching quick wins to build momentum.

  • Offering flexible business models reflecting the client’s unique circumstance.

  • Augmenting client teams with our talent to get a quick injection of knowledge and skills.

  • Working transparently to keep the client informed of progress and expenditures.

Our approach

We approached the client’s project with a quick win in mind, while ensuring complete transparency at every step of the way.

MVP

1 region

3 countries

Today

2 regions

10 countries

13

distinctive messages applied

3 months

per substantial release

300 000

unique locations mapped out

30

different data sources used

Example of our activities

In order to identify the most fitting message for a customer that would reflect the uniqueness of their location and other characteristics, the dyvenia analytics team has combined 30 data sources. These are internal and external in nature.

They started with publicly available geospatial data that allowed them to determine initial unique locations. Then, they combined it with provincial data that enabled them to identify the nature of the location, which would serve as the foundation for classifying the unique locations into messaging clusters. A particular ad display campaign has been developed for each cluster.

The foundation was furthermore enriched with additional information, such as sales and engagement information, which has led to better understanding of the characteristics of targeted locations and hence better targeting opportunities.

In the following releases, the foundational data has been expanded with more complementary datasets with the intention of serving the most fitting message.

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.

— Martin Kronborg

Customer Experience Director and and Key Region Stakeholder