Baby products manufacturer uses look-alike
modelling to slash acquisition costs
LOOK-ALIKE
MODELLING
CASE STUDY
By relying on look-alike modelling to find new prospects instead of a variety of ad-hoc
tactics, a European baby products manufacturer managed to reduce cost per acquisition by
35%.
Challenge
Every marketer is familiar with the ongoing
challenge of finding new prospects and
converting them into customers. But this
problem is especially pronounced for brands
that create products for babies and toddlers.
The average span of customer loyalty is very
short, and major purchases can often be
re-used if the family has another child.
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With this in mind, a European manufacturer
was primarily focused on targeting new
parents with their line of high-end prams and
pushchairs. They had an especially high cost
per acquisition, in part because even their best
customers were unlikely to be repeat buyers.
When the company started making plans
to expand to new geographies, they began
looking for more efficient and cost-effective
ways to build their prospect list.
Solution
Their search led them straight to Mapp’s
Customer Engagement Platform. Once they
integrated the data from all their different
marketing channels into the system, they
were able to identify their best customers and
create audiences based on demographic and
behavioural information.
But instead of retargeting their existing
customers, the company used Mapp’s lookalike modelling technology to find a brand
new pool of prospects. In just minutes, they
were able to start targeting thousands of
potential buyers worldwide whose profiles
were similar to their existing customers. Best of
all, the easy-to-use platform let them manage
everything straight from the marketing
department, without needing to rely on third
parties.
Results
Mapp’s Customer Engagement Platform has
completely transformed the way that this baby
products manufacturer finds and nurtures new
prospects. Just a few of the benefits of using
look-alike technology include:
Lower acquisition costs: By relying on
look-alike modelling to find new prospects
instead of a variety of ad-hoc tactics, they
managed to reduce cost per acquisition
by 35%.
More efficient ad spending: Targeting
prospects that share traits with their
existing customers allows them to focus
their budget only on those most likely to
convert.
Smarter data usage: Mapp’s platform lets
the company utilize all of its data – from
email campaigns, digital ads and their
website – for more accurate insights and
targeting.
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