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Dell_Case Study
1.
© 2016 Sprinklr,
Inc. All rights reserved. www.sprinklr.com info@sprinklr.com FBX enhances Facebook to serve more relevant ads through retargeting background In 1984, at age 19, Michael Dell founded his own company with just $1,000 and a game-changing vision for how technology should be designed, manufactured, and sold. Now a multinational computer technology company, Dell empowers countries, communities, customers, and people everywhere to use technology to realize their dreams. Customers trust Dell to deliver technology solutions that help them do and achieve more, whether they’re at home, work, school, or anywhere in their world. the problem Brands typically advertise the biggest promotions of the year during the holidays, especially the time spanning Black Friday through Cyber Monday. While ongoing initiatives exist to direct revenue and sales via social media throughout the course of the year, the two week time period leading up to, and spanning, Black Friday through Cyber Monday is the highest in volume. So, scaling paid campaigns to achieve objectives during this period can be a serious challenge. the solution To execute paid social media initiatives and prove the scalability of the campaigns during this high demand period, Dell utilized Sprinklr’s managed services. For the paid initiatives to be successful, Dell grew the ad spend of their ongoing FBX campaigns to scale. Given the high demand period, the brand increased target weekly spending by 250% while maintaining performance. Dell wanted to accelerate its long-term growth strategy and focus with a singleminded purpose on customers; assessing the paid landscape through Sprinklr allowed the brand to more accurately identify and reach them. case study Using Paid Social to Increase Sales by 150% on Black Friday BREAKING THROUGH THE NOISE DURING A HIGH VOLUME AD PERIOD TO REACH CONSUMERS.
2.
© 2016 Sprinklr,
Inc. All rights reserved. www.sprinklr.com info@sprinklr.com how they solved it In anticipation of the time period spanning Black Friday through Cyber Monday, Dell prepared a campaign spend that would scale. While the brand increased its spend on paid ads, the likelihood of getting someone that is further down the funnel rather than a shallow impression was raised exponentially. Employing a variety of tactics through Sprinklr ultimately enabled Dell to break through the noise during a high volume ad period to reach consumers. STRATEGIC OPTIMIZATION & RETARGETING Employing different strategies, the brand became smart about optimization. Through Sprinklr, they were able to identify which audience members were most likely to convert in order to avoid displaying ads to the most inexpensive audience for targeting with mild hopes of conversion. Sprinklr built a more robust consumer quality model that provided the capability to programmatically align bids to the quality of a user and their conversion rate. For example, individuals being targeted could cost as low as 10 cents, but have a low conversion rate of 1%; individuals peaking at $5 may cost a lot more to reach, but have a 50% higher likelihood of buying a Dell product. Variants in the pricing for ad targeting occur due to the mass numbers of consumers visiting the Dell homepage being higher in comparison to checkout pages. Dell was able to identify the value of someone who has gone further down the funnel, derived from actually acquiring historic numbers based on conversion rates from these pages. So, people who are closer to the point of purchase show a higher intent of conversion. ACTIVATED PROSPECTING CAMPAIGNS Through initiatives to discover and ignite consumer prospects, Dell targeted lapsed customers and core audiences from previous campaigns and served them product- specific creative. The ads drove them to differing brand web pages. In executing this, Dell was able to identify a core group of people with demonstrated interest in their brand or products via Facebook. For example, when a consumer clicked on a Dell laptop Facebook ad that drove them to the brand’s homepage, the brand was alerted in the consumer’s interest. Automatically, that consumer became a high quality target for FBX campaigns. results By scaling the spend on specific business units almost 5x from early on, building an internal model to determine the value of a quality user, and executing recurring campaigns to generate a concise pool of who the brand needed to be targeting, Sprinklr enabled Dell to generate 2x the ROAS goal. Additionally, Sprinklr enabled the brand to surpass their revenue goal by over 8% and break through the noise to reach their customers during the highest ad volume period of the year. © 2016 Sprinklr, Inc. All rights reserved. CONTACT www.sprinklr.com info@sprinklr.com Higher conversion rates on checkout pages than the home page 2.5% Margin of Return on Ad Spend 2.16 Increase in sales through paid social
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