This national energy company switched their strategy from channel-vision to one-to-one personalization at scale, using the Relay42 Data Management Platform (DMP).
How could they orchestrate individual customer journeys to around 3 million customers in real-time, to increase sales volumes and decreasing churn-rate?
Results Nuon achieved:
To increase relevancy through personalised outreach, Nuon has used the Relay42 Data Management Platform (DMP) since 2013 to efficiently connect their systems and channels – from website, search and display, to CRM data, affiliate and social. But they were also on the verge of changing their core online activities. As a flexible, scalable solution for dynamic website personalization, Nuon selected Relay42 to efficiently address three key challenges:
For this challenge, Nuon chose to connect its proprietary Content Management System, or CMS (EPiServer) and Display advertising (DoubleClick) with the Relay42 DMP, alongside Search (AdWords) and Web Analytics (Adobe Analytics). This combination allowed for a flexible and scalable solution to serve dynamic website creatives to the right prospect, at the right time, to really bring personalization to life.
Having already integrated the Relay42 DMP with their CRM system, Nuon could bridge their website and best-of-breed analytics tools – and their broader marketing ecosystem. Nuon could serve relevant content and creatives across their multiple subdomains and modules, on an individual level.
When a contract expires, we don’t wait until it’s too late, but proactively offer a new contract. We then focus our resources on making a conversion happen, regardless of which channel the customer uses.
As well as achieving an uplift in contract value and conversion rate through serving relevant content onsite, Nuon could also utilize their budget more effectively on paid channels, using the Relay42 DMP to smarten bidding decisions. This resulted in a 12% increase in click through rate, 3% more conversions and a 4.2% increase in the average contract value.
Beyond effective content triggers, exacting context and sharpened efficiency across their in-house systems and current selected customer channels, the foundations for Nuon are in place to expand the bigger picture, and make it matter.
Read the full story about how Nuon deployed smart data models to cater to every customer and serve the right offer, in the right place, at the right time.