In a joint case study presentation, MediaMath and 1-800-FLOWERS discussed the benefits of utilizing first party data, particularly CRM data, in targeting customers online. They looked at how CRM data prevents oft-overlooked issues like overlapping partners, and explained how advertisers can reduce their number of vendors to improve conversion rate and reduce the cost-per-acquisition.
The discussion focused on how 1-800-FLOWERS utilizes MediaMath’s demand-side platform (DSP) to manage targeting and re-targeting partners, helping them drive a 373% increase in conversions during a high volume advertising cycle. Using a detailed case study from the brand, the presentation educated the audience on data usage and ad strategies such as bid pricing and anti-targeting. The presenters also discussed the benefits of advanced tactics including prospecting, contextual data strategies, and leveraging third-party data providers, so that retailers and marketers may put them into immediate use in their campaigns.