Buying impressions for the wrong audience is very common. Particularly in the form of targeting existing customers or using messaging that is irrelevant to an individual based on their previous interactions with your brand (completed a purchase, already read a particular article, requested information, or engaged with a particular page/ product, etc.).
Often, marketers either rely on waiting for a CRM query to get the right information or just don’t have options to do this at all, missing an opportunity for a real-time, individualized interaction – and wasting considerable dollars in the process.
BlueConic lets you bypass the need for an often-delayed CRM query and instead, use dynamic web behavior data to inform a retargeting platform directly in order to suppress or, conversely, present certain ads for specific users. By providing the data that BlueConic captures in the individual’s profile and feeding it directly into a retargeting cookie, you improve the accuracy of retargeting and reduce wasted ad dollars.
A large telecommunications company built a data hub with CRM data from three different internal CRM sources (the CRM databases for Internet, TV and voice customers). The BlueConic ID and the Double-Click data are combined for each individual are sent to the data hub. Based on the BlueConic ID, the segmented CRM data is pushed back to DoubleClick and the websites where the audiences are served with very segmented messages.