Future proofing identity and accelerating transformation for a brewing company
A brewing challenge
A multinational drink and brewing company faced several business challenges including:
Identity: Their existing CDP was reliant on cookies, making identification impossible in the face of third-party cookie deprecation.
Budget: With more products to support but with flat budgets, their media dollars had to work harder than ever before.
Planning: Media planning was inefficient because it was panel-based with a relatively small sample.
Data: Like most CPGs, access to first-party data was limited.
Measurement: Without sales data tied to individuals, they struggled to gauge audience performance.
A taste for everyone
They needed a solution that would allow them to future proof their identity, improve data quality, have better insights for planning and audience development and better measure audience performance.
Cheers to future-proof identity
The solutionleveraged PeopleCloudProspect and PeopleCloud Discovery, both built around Epsilon’s future-proofed CORE Connected Identity, helping the client see their customers and all their online and offline activity clearly.
With Discovery, Epsilon learned more about potential audiences to inform media activation and planning, and used Prospect’s powerful modeling capabilities and universe of 200M+ individuals to identify high value segments and help the client determine the most efficient ways to reach them.
Glass half full
PeopleCloud Prospect also helped the client with media planning and audience management. Initial results show 11% reduction in CPMs to reach their target audience via programmatic partners.
The client also used PeopleCloud Prospect to massively increase their first party data, allowing them to identify high-value prospects to target at scale and reach those audiences with messages that encourage data-sharing in exchange for promotional offers or other programs.
Epsilon PeopleCloud
Rooted in privacy and driven by powerful AI and the industry's most robust data, Epsilon PeopleCloud personalizes each person's journey, driving better outcomes for our customers—and their brands.
“Epsilon enables us to understand consumers more granularly, build precise audiences, accelerate our move from a channel-oriented to an audience-oriented planning process, and evolve our measurement methodologies.”
Vice President, Data COE & Global Media
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