Guavus Case Studies MNO Increases Ad Campaign Conversion Rate for Restaurant’s App by 7X using Guavus-IQ Analytics

Edit This Case Study Record

	MNO Increases Ad Campaign Conversion Rate for Restaurant’s App by 7X using Guavus-IQ Analytics Guavus

MNO Increases Ad Campaign Conversion Rate for Restaurant’s App by 7X using Guavus-IQ Analytics

Guavus

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Industries	Telecommunications Food & Beverage
Applicable Functions	Sales & Marketing
Use Cases	Demand Planning & Forecasting
Services	Data Science Services
Challenge	A restaurant chain approached a Tier 1 mobile service provider to help launch a campaign sending messages to consumers’ mobile phones, encouraging people to download the restaurant’s free app. The messages were sent to large audience segments, created on the basis of standard demographic information, such as device type and age group of opt-in subscribers. However, the ad campaign was costly, as it was being sent to millions of mobile users, and was yielding poor results – about .6 app downloads per every 100 messages sent. The restaurant chain challenged the mobile operator to improve the conversion rate, agreeing to pay more for each download if the operator could better target their customers. Read More
About Customer	The customer in this case study is a Tier 1 Mobile Network Operator (MNO). The MNO was approached by a restaurant chain to help launch a campaign to encourage people to download the restaurant's free app. The campaign involved sending messages to consumers' mobile phones. The MNO was challenged to improve the conversion rate of the campaign, with the restaurant chain agreeing to pay more for each download if the MNO could better target their customers. Read More
Solution	The MNO used Service-IQ Marketing Analytics to separate the target audience into sub-segments, using both demographics and content interest. Based on their interests, such as travel or specialty food, subscribers now received personalized messages with links included. This small change produced staggering results. First, the percentage of consumers who actually clicked on the link in the message went from 2% to 8%. Second, of the people who clicked on the message, 53% downloaded the app vs. 27% previously. This resulted in a 7x increase in conversion rate! The operator now received more revenue per message sent. The restaurant was willing to pay a higher amount per message because the personalization drove higher adoption rates. Conversely, the cost to run the campaign decreased due to the smaller, more-focused audience segments. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Industries

Telecommunications

Food & Beverage

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

Challenge

A restaurant chain approached a Tier 1 mobile service provider to help launch a campaign sending messages to consumers’ mobile phones, encouraging people to download the restaurant’s free app. The messages were sent to large audience segments, created on the basis of standard demographic information, such as device type and age group of opt-in subscribers. However, the ad campaign was costly, as it was being sent to millions of mobile users, and was yielding poor results – about .6 app downloads per every 100 messages sent. The restaurant chain challenged the mobile operator to improve the conversion rate, agreeing to pay more for each download if the operator could better target their customers.

About Customer

The customer in this case study is a Tier 1 Mobile Network Operator (MNO). The MNO was approached by a restaurant chain to help launch a campaign to encourage people to download the restaurant's free app. The campaign involved sending messages to consumers' mobile phones. The MNO was challenged to improve the conversion rate of the campaign, with the restaurant chain agreeing to pay more for each download if the MNO could better target their customers.

Solution

The MNO used Service-IQ Marketing Analytics to separate the target audience into sub-segments, using both demographics and content interest. Based on their interests, such as travel or specialty food, subscribers now received personalized messages with links included. This small change produced staggering results. First, the percentage of consumers who actually clicked on the link in the message went from 2% to 8%. Second, of the people who clicked on the message, 53% downloaded the app vs. 27% previously. This resulted in a 7x increase in conversion rate! The operator now received more revenue per message sent. The restaurant was willing to pay a higher amount per message because the personalization drove higher adoption rates. Conversely, the cost to run the campaign decreased due to the smaller, more-focused audience segments.

Impact #1	7X Increase in Conversion Rates: By creating sub-segments of subscribers based on interests, click through rates and downloads of apps increased 7X!
Impact #2	Personalized Messaging: Realtime measurement of subscriber’s behaviors enabled the service provider to offer targeted messaging based on consumers’ interests
Impact #3	Increased Value to Consumers: Tailored content was more readily accepted by consumers

Impact #1

7X Increase in Conversion Rates: By creating sub-segments of subscribers based on interests, click through rates and downloads of apps increased 7X!

Impact #2

Personalized Messaging: Realtime measurement of subscriber’s behaviors enabled the service provider to offer targeted messaging based on consumers’ interests

Impact #3

Increased Value to Consumers: Tailored content was more readily accepted by consumers

Benefit #1	Conversion rate increased by 7X
Benefit #2	Click-through rate increased from 2% to 8%
Benefit #3	App download rate increased from 27% to 53%

Benefit #1

Conversion rate increased by 7X

Benefit #2

Click-through rate increased from 2% to 8%

Benefit #3

App download rate increased from 27% to 53%

Download PDF Version

Overview

MNO Increases Ad Campaign Conversion Rate for Restaurant’s App by 7X using Guavus-IQ Analytics

Operational Impact

Quantitative Benefit