Data Matching Love Story
Award Category
Best Leverage of Data
Agency
Match Media
Client
IKEA
Sponsor
Objectives
IKEA is extremely rich in data, but the information resided in many different forms and silos, with no tracking of the impact of online marketing on instore sales. Match Media set about to change this, to create an analytics model that would connect online behaviour with sales performance and to better understand customer purchase behaviour
Campaign
The campaign involved extensive data mining and research, using multi-linear regression modelling. Once the bespoke online version model was created, Match Media partnered with Yahoo7 and Acxiom to devise a way of reaching customers who were likely to purchase kitchens or relevant products. First, the agency built its own database of people in the market for kitchens through an integrated online promotion with TV program My Kitchen Rules. Winners had to submit their home improvement priorities for a chance to win a new kitchen. These consumers were then matched to Acxiom data and kitchen priority segment profiles were built, using these data segments to build lookalike customer profiles with the Yahoo7 database and target them through advertising. Taking the audience that had been exposed to the advertising, the agency matched all of these people against the 1.2 million IKEA Family loyalty database.
Results
Every measurable metric increased by at least 90% and, in terms of media spend to incremental sales, the campaign drove ROI of $4.64 for every $1 which was invested.
Judges Comments
This entry was a worthy winner due to its ability to pull in data feeds from numerous sources and create a bespoke online conversion model that optimised paid media by forecasting in-store sales.
