CASE STUDY: Evans Cycles use a data-driven marketing approach
Provided by Turn Europe
Evans Cycles uses the Turn platform to identify and target key audiences, and drive reductions in cost of sales.
What was the Challenge / Background of the Campaign?
In addition to the core audience of cycling enthusiasts, Turn is helping Evans Cycles to target a new and wider consumer audience of seasonal cyclists, who are likely to cycle during the summer months only. The data gained about these audiences allows Evans Cycles to implement campaign optimisation for particular audience segments, without impacting the performance of messaging directed to their core cycling enthusiasts.
What was the Campaign Objective?
Multiple - both brand awareness and direct response.
Evans Cycles also wanted to understand their audiences better and gather a single customer view about cyclists' online behaviour.
Finally, they wanted to increase campaign management efficiency by having all historical performance data in one place.
What was the Solution?
Evans Cycles is using Turn's Campaign Suite for programmatic advertising, to identify and target key audiences, and gather a single customer view of how cyclists behave online. Evans Cycles has worked with Turn to identify more than one hundred granular audience segments, based on 1st and 3rd party data, and progress them further on the journey to realising a single customer view across channels.
What were the Results?
In the first two months of using the Turn platform, the Evans Cycles prospecting campaigns exceeded acquisition objectives by 20% YOY.
In one quarter, Evans Cycles saw a 12 point reduction in the cost of sales from product retargeting.