Using data to optimise targeted campaigns
Adobe Campaign, Adobe Analytics and Adobe Target work in synergy to help OCCU deliver more relevant information and seamless experiences to customers.
Adobe Analytics pulls together real-time data that gives marketers insight into how members are reacting to the campaigns. Marketers might find that a campaign is not encouraging as much engagement with the mobile app. In turn, marketers can retarget their efforts on more engaging opportunities. Adobe Analytics also helps segment audiences so that marketers can target members with more relevant news and offers.
After analysing the customer intelligence, marketers may optimise performance by testing different campaign options using Adobe Target. Testing variations on the creative or call-to-action can help to improve performance or find the best messages for different audiences.
For example, OCCU wanted to boost vehicle loan application conversion on its loan page, prompting the company to test how the order of content on the page affected conversions. Specifically, OCCU used Adobe Target to test the placement of an available rate carousel, resulting in a 218% increase in loan application starts.
During a one month test of the location of the “enrol now” call-to-action (CTA) button on the OCCU Internet Banking web page, the existing page layout resulted in 1 person enrolling in online banking, compared to 67 conversions on the modified page. Further testing of the CTA button colour combinations drove an average increase of more than 20% in CTA click throughs.
The data from Adobe Analytics and Adobe Target feeds back into Adobe Campaign to improve performance. Rather than creating new audiences and campaigns from scratch every time, OCCU builds upon results and makes continuous improvements. Members receive more relevant, targeted information, not generic email blasts, so they are more likely to click emails and act on the content. The increased relevance of emails can be seen by unsubscribe rates, which have fallen dramatically after implementing Adobe Campaign.
“We used to focus on big eye-catching campaigns that we would send to all members, but we’re shifting our focus to behavioural campaigns that look at how we can meet the needs of a particular segment of members,” says Hartford. “As we learn more about members through Adobe Experience Cloud, we get better at predicting what message will resonate with audiences.”
With Adobe Campaign, OCCU can set up fully automated, ongoing targeted campaigns, such as onboarding campaigns for new members. Once established, there is no need for any interference from marketers. Marketers can spend more time creating and testing new types of targeted campaigns for audiences. OCCU is currently using Adobe Campaign for email and direct-mail campaigns, with plans to expand to SMS text messaging.
Adobe Customer Solutions and Adobe partner Celerity contributed to the success of this integrated solution. Celerity helped build the infrastructure, setting up the marketing data warehouse and establishing strong connections between Adobe Analytics and Adobe Campaign. An Adobe All Access Learning pass helps the marketing team quickly build the skills needed to make the most out of the Adobe Experience Cloud platform.