Shoring up Safestyle’s strategy
We analysed Safestyle customer journeys on and offline looking at channel, on-site and sales rep. engagement. It was clear that this journey was fragmented. For example, the business didn’t have a Paid Media strategy that optimised towards the right business metrics and as a result they had no ability to feed regional sales hubs with quality leads.
The decision was therefore made to restructure Safestyle’s Paid Media account. Our location based segmentation could then allow us to flex spend in line with the requirements of specific sales teams across the country.
We moved the account away from SA360 so that we could utilise improved versions of Google’s Smart Bidding technology. In addition our customer journey research allowed us to move our point of optimisation further down the funnel, optimising towards a qualified lead.
Machine learning allowed us to train models to identify which leads were most likely to become qualified and which weren’t. We used these learnings to adjust our media strategy bidding, in real-time, user by user.
10 %Improvement in lead quality
27 %Improvement in qualified lead volume
10 %Reduction in cost