Two brands taking control of their data to supercharge marketing performance
Luke Collins, Head of Digital at award-winning travel gear retailer Db, says his brand's advocacy programme helps acquire new, high-quality customers. But it's also vital for driving newsletter sign-ups and growing Db's database.
Check out our video to hear how Db has integrated its referral programme into its customer data platform to optimise performance and grow its email database by a remarkable 516%.
Luke Collins, Head of Digital at Db, on fuelling growth for the award-winning retailer
When menswear brand Spoke got curious about how the first-party data gleaned from its powerful referral programme might do when overlaid onto its paid social activity, it decided to experiment.
The results were... well, maybe it's just worth letting the results speak for themselves.
30% higher ROAS
65% increase in conversion rate
12% decrease in CPA
Compared to standard seed audiences
Impressive, right? That's because first-party referral data equips you to identify your truly most valuable customers. That's not the person who spends the most; it's the person who regularly introduces their friends to your brand.
Marketers ahead of the curve are using that insight to identify and engage with lookalike audiences – driving significantly higher returns on their ad spend as a result.
"We know that referrers have higher lifetime value than the average customer, so we jumped at the chance to target lookalike consumers on social media with Mention Me and Nest Performance. Within 30 days, the referrer lookalike audience delivered 30% higher ROAS and 12% decrease in CPA vs. our standard seed audiences. We can’t wait to keep experimenting to see what else we can achieve.”