Building Brand through Data-Driven Audience Targeting · Building Brand through Data-Driven...

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Proprietary & Confidential Building Brand through Data-Driven Audience Targeting

Transcript of Building Brand through Data-Driven Audience Targeting · Building Brand through Data-Driven...

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Proprietary & Confidential

Building Brand through Data-Driven Audience Targeting

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Founded in 1960, Domino’s Pizza ranks among the world’s top public restaurant

brands with a global enterprise of more than 16,000 stores in over 85

international markets. Founded in 1983, Domino’s Pizza of Canada is the

Canadian franchisee of Domino’s. With 525 stores nationwide including in every

province in Canada, Domino’s is an industry leader in both delivery and

carryout pizza.

Bounteous has been a strategic partner for Domino's digital transformation

over the last decade, beginning with an online ordering experience that makes

the pizza taste better. Bounteous manages Domino’s omnichannel marketing,

promotions, and franchise-level support across SEM, Display, Social, Email,

Local, and Organic Search.

Domino’s is always striving to meet customer needs by evolving their digital

footprint as a world-class technology and eCommerce company that also makes

great pizza.

S U M M A R Y

S E R V I C E S

Enterprise Analytics

Data Science Solutions

SEO & SEM

Digital Marketing & Strategy

Conversion Optimization

P A R T N E R S

Google Marketing Platform

Google Cloud Platform

Google Analytics 360

Google BigQuery

Google Display & Video 360

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A customer-first focus would help solidify Domino’s position among the

leaders in the Quick Service Restaurant space by providing greater control

over media messaging and digital ad spend.

To drive this vision forward, Domino’s needed to transform its digital

engagement into actionable results by using marketing-led insights focused on

scalability to reach core audience segments. Domino’s didn’t just want to

advertise, but to reach people when they have needs and be truly “people

first.” Loyalty data, franchise interest, and demand factors had to be

incorporated into a solution that increased revenue and customer lifetime

value. In short, Domino’s needed “people-first marketing.”

C H A L L E N G E

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Bounteous knew it was imperative to reach core customers with online ordering

experiences that resonate in the most urgent and even “hangry” moments. Our

strategy aimed to grow Domino’s top-line revenue by identifying and engaging

core customers with the right message at the right time. We developed

personalized, scalable brand experiences that allowed consumers to engage

seamlessly across platforms and devices.

Bounteous leveraged Google Marketing Platform and Google Cloud Platform in

order to dynamically generate core audience targets based on a user's propensity

to transact. Google Analytics 360, Google BigQuery, and other Google Cloud

components such as Pub/Sub, Cloud Storage, and Cloud Functions, allowed us to

collect custom audience data, conduct granular customer analysis, and identify

what purchase, engagement, and loyalty program data points make users most

likely to convert.

S O L U T I O N

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Segmenting and dynamically updating

audiences based on their loyalty status and

propensity to convert led to a 6.8X

incremental return on ad spend and a

2% incremental lift in conversion rate,

making Domino’s advertising spend more

efficient in reaching key customers when it

mattered most.

R E S U L T S

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Contact Us

PHONE: 877.220.5862

EMAIL: [email protected]