6% to 48% identified in 8 months: B2C marketing at scale for a global events business
6% → 48%
Identifiable digital users
£0.5m+
Additional spend in 6 months
80+
Properties in scope
The challengeA global events business needed to bring B2C-style marketing to 80+ properties, with proper CDP integrations and identity collection to make it work.
Service lines
Marketing ActivationMarketing Technology
The outcomeIdentifiable digital users grew from 6% to 48% in 8 months; £0.5m+ additional spend generated across 6 initial business units.
Client Situation
- One of the largest global events and media businesses was introducing enhanced data and marketing capabilities across a portfolio of 80+ properties to drive engagement and revenue from its base of business users.
- It was in the process of implementing a new CDP to both bring together disparate data sources into a SCV and to orchestrate marketing activity. Support was required to ensure that integrations between the CDP and marketing tools were properly established, and the marketing teams would be able to adopt and embed the enhanced capability.
Our Contribution
- Gathered requirements and designed data model and integrations into email and web personalisation capabilities.
- Addressed gaps in identity collection from webforms and log in events across disparate digital portfolio.
- Supported design of initial marketing activity to introduce new capabilities and codified into playbooks to drive ongoing adoption.
Results
- Scale email activity, driven by CDP audiences, was delivered on time, on budget.
- Web personalisation (new capability) was enabled at scale across initial portfolio of 24 websites and internal teams trained on deploying out to remaining sites.
- Addressed identity collection issues increasing identifiable digital users from 6% to 48% within 8 months.
- New marketing activity pilots generating more than £0.5m additional spend across 6 initial business units within first 6 months.
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Without Loop's cross-team support our programme would never have hit our ambitious timelines and targets.Chief Transformation Officer