cliente:
Partner:
The institutional website is a key communication channel for us because it speaks to a consumer who wants to get in touch with the brand by choice. Therefore, finding additional relationship points within the site navigation and promoting a call to action on this channel guarantee a more effective consumer response.
Francesco Potenza – Head of Digital & Marketing Services at Parmalat
Goal.
To define a strategy that optimizes brand communication and uses the digital channel as a Loyalty and Conversion tool.
To target anonymous contacts on some specific pages on the Chef, Santàl and Zymil websites, leveraging Content Marketing activity.
Data Science for your Loyalty Program.
A strategic analysis of data to increase the value of contacts and the quality of the bond with the Brand.
THE CUSTOMER
World leader in the milk, cream and yogurt market.
The Parmalat Group is one of the world leaders in the production and distribution of foodstuffs such as milk. In Italy, its presence consists of nine production plants, with the Parmalat, Zymil, Santàl, Chef and Puro Blu brands.
THE PARTNER
t.bd think by diennea is a Digital Service Agency.
Specialized in integrated communication projects, it manages projects aimed at achieving the business objectives of companies, from strategy to execution.
THE REQUIREMENT
Analysis, strategy, and technology.
Verify data quality and quantity before starting production. Fine-tune the strategic framework. Communicate and measure with the right tools.
GOALS
Increase the value of contacts in the database.
Solution.
We analyzed the technological systems involved in feeding the CRM, outlining the basis for the design infrastructure, the data model and the communication levers in relation to the different target groups.
We defined the operational strategy for the different types of contact (anonymous, non-qualified, club member, customer and ambassador) moving onto the design of the customer journey through the use of the Strategy Box.
After integrating the systems and optimizing the data exchange flow, we started to communicate in a personalized, automated way to increase engagement and loyalty, and implemented a dashboard for real-time data visualization.
Finally, using a timed “pop up on site” and a lead magnet (discount code on the first online order), contacts landing on the Chef, Santàl and Zymil sites are invited to sign up as e-commerce newsletter subscribers. The flow is intentionally simple, as is the information requested in the survey, namely the email address.
Channels: Website, email
Technology: Marketing Automation, Web Experience, Dashboard custom
Target Audience: B2C
Results
Dashboarding-related results showed improved data mastery.
This had a twofold effect:
- it created the basis to systematize all data and analyze them on the basis of specific KPIs to guide marketing strategies (online and offline);
- it allowed the activation of Marketing Automation flows that, starting from KPIs, improved awareness and conversion.
Business goals success stories
Customers and partners: case studies that show how
magnews makes it possible to work for the success of companies.
CR medio dei flussi
RISPETTO ALLA MEDIA DEL SITO
Magnews has been fundamental for the integration between our channels, thanks to its seamless connection with Magento. Marketing automation is the ideal tool for our eCRM strategy focused on Italian and international customers
Roberto Scanu - Ecommerce Manager at Dr. Vranjes Florence
increase in open rate
increase in click rate
AMP for email has allowed us to offer Findomestic users a better experience, while making it faster and more interactive. We're still testing new approaches to learn about which content is most effective, but we're already seeing significant improvements across all metrics.
Andrea Paci - UX Designer Findomestic Bank
With the support of magnews' marketing automation integrated to our CRM, we have been able not only to improve and more effectively monitor our existing communication flows, but also to imagine new ones to reach our supporters at the time that is best and most suited to their needs - for a donor-centered fundraising strategy, this is essential.
Chiara Colombo - Of Donor Base Department Actionaid Head
vendite nell'anno
tasso di formazione
The first question we ask ourselves when we want to quickly start a new business is: can it be done with magnews? Often the answer is yes. That's why it has become a fundamental tool for our company
Marcello Granata - VP of Products at Gek Lab.
Do you want to know how magnews can solve your business needs?
If you have questions about modules, integration within your systems and technology infrastructure, data protection, pricing or any other aspects, contact us for a no-obligation consultation.
You will be able to see a platform demo or carry out a short evaluation on your company to find out whether magnews is the right product for you!
A contact request can change the value of your results.
