Papa Murphy's Leverages Big Data to Re-Engage Customers with Personalized Social Media Marketing
Papa Murphy’s has teamed with Bridg, a software company that leverages big data to drive precision marketing campaigns for restaurant brands, to achieve renewed customer engagement through its latest digital marketing campaign. Through its collaboration with Bridg, Papa Murphy’s delivered highly personalized marketing communications to specific customers via social media channels, resulting in significant and measurable ROI from the targeted segments within just seven days of launching the campaign.
The campaign leveraged Papa Murphy's point-of-sale data to derive lifecycle insight as well as Bridg’s proprietary technology to identify individual customers and assign historical purchase behavior to each. Bridg segmented customers based on their buying patterns to identify those who had lapsed from their previous individual buying patterns, understanding that this group would have the most imminent and incremental revenue opportunity.
“While we had existing customer data, we partnered with Bridg to extract, analyze, and leverage the information to make it actionable,” said Tim Vu, VP Digital Experience for Papa Murphy’s. “Connecting data across our customer database, point-of-sale systems, and custom eCommerce platform will help us deliver compelling offers and provide even greater value to families looking for a fresh dinner option.”
Bridg located the lapsed customers online, primarily on social channels such as Facebook and Instagram, and served targeted display advertisements to the individuals containing a coupon and provided one-week window for redemption in-store or online. Once the user returned to Papa Murphy's, Bridg's technology traced the transaction back to the unique customer that was targeted with a digital ad, and reported a closed-loop, clear ROI.
Results of the Campaign Include:
Return On Investment (ROI): The campaign produced $3.58 in revenue for each $1.00 in advertising/technology spend from the targeted lapsed customers, comprised of immediate revenue within 7 days, incremental revenues in the year, and yearly value of the opted-in emails.
Driving Immediate Revenue: Revenue derived within 7 days exceeded the total media spend, driving $1.34 for every dollar spend in media.
Click-Thru Completion & Capture: 50% of customers that clicked on the ad joined Papa Murphy’s email database, supplying a usable email address and opted-in to receive email marketing messages in addition to receiving a coupon.
Cost Efficient Customer Identification, Capture, & Retention: The campaign produced these contacts at a cost of less than one third of their annual value (based on Papa Murphy's known economic values assigned to each customer contact with an opted-in email address).
The campaign leveraged Papa Murphy's point-of-sale data to derive lifecycle insight as well as Bridg’s proprietary technology to identify individual customers and assign historical purchase behavior to each. Bridg segmented customers based on their buying patterns to identify those who had lapsed from their previous individual buying patterns, understanding that this group would have the most imminent and incremental revenue opportunity.
“While we had existing customer data, we partnered with Bridg to extract, analyze, and leverage the information to make it actionable,” said Tim Vu, VP Digital Experience for Papa Murphy’s. “Connecting data across our customer database, point-of-sale systems, and custom eCommerce platform will help us deliver compelling offers and provide even greater value to families looking for a fresh dinner option.”
Bridg located the lapsed customers online, primarily on social channels such as Facebook and Instagram, and served targeted display advertisements to the individuals containing a coupon and provided one-week window for redemption in-store or online. Once the user returned to Papa Murphy's, Bridg's technology traced the transaction back to the unique customer that was targeted with a digital ad, and reported a closed-loop, clear ROI.
Results of the Campaign Include:
Return On Investment (ROI): The campaign produced $3.58 in revenue for each $1.00 in advertising/technology spend from the targeted lapsed customers, comprised of immediate revenue within 7 days, incremental revenues in the year, and yearly value of the opted-in emails.
Driving Immediate Revenue: Revenue derived within 7 days exceeded the total media spend, driving $1.34 for every dollar spend in media.
Click-Thru Completion & Capture: 50% of customers that clicked on the ad joined Papa Murphy’s email database, supplying a usable email address and opted-in to receive email marketing messages in addition to receiving a coupon.
Cost Efficient Customer Identification, Capture, & Retention: The campaign produced these contacts at a cost of less than one third of their annual value (based on Papa Murphy's known economic values assigned to each customer contact with an opted-in email address).