With more than 42 million people active in a loyalty program, a major financial services company (advertiser) wanted to improve their marketing efforts to their most highly-valued, elite customers. The financial service company already had a rich data set on their customer base inside their CRM system but didn’t have a way to connect this data to their media activities. The first step was to onboard their rich, proprietary first-party data set to Yahoo! JAPAN’s data management platform, powered by Signal. Based on a customer’s loyalty membership level, gender, age, purchase behavior, and similar parameters, the advertiser began to tailor advertising and experience for its customers across Yahoo! JAPAN’s owned and operated properties. The advertiser matched 60% of their customer list to Yahoo! JAPAN’s matching network, comprised of 20,000 advertisers, 900 million devices, 200 million user IDs, 1.5 billion daily segment records, and 20,000 QPS live behavior traffic.
Once the CRM data was onboarded, the data strategy calls for augmenting existing customer information with more dynamic signals from digital channels (for example: most recent purchase or action). To paint a more detailed picture of their customers, the advertiser also relied on bringing in age, gender, and intent data from Yahoo! JAPAN’s data set as well. This rich data set allowed for the creation of highly-specific segments for targeting and activation across all relevant channels. Operationalizing data through the Signal platform and combining data from multiple channels allowed the advertiser to deepen the insights on their most valued customers and understand which marketing activities drive the most return on investment.