Case Study
Data Overlay gives Healthy
Directions robust customer profiles
and a lift in campaign revenue

Project

Customer engagement

Services

Strategy
Profiling and modeling

Industry

Direct-to-consumer retail

THE STORY

Healthy Directions wanted to win back lapsed customers with more relevant messaging and offers, as well as grow their business. They turned to Epsilon for help addressing these goals.

THE SOLUTION

To help them understand and engage consumers better, with the right content at the right time, we built comprehensive customer profiles, using Epsilon Data Overlay to achieve robust models. We augmented their transaction data with additional purchase, lifestyle and demographic data drawn from our highly descriptive customer databases, Abacus® Cooperative and TotalSource Plus®, and equipped them with powerful customer knowledge.

The Results

With Epsilon data variables accounting for more than 50% of the significant variables in their customer models, Healthy Directions gained the customer understanding they needed to succeed.

They reactivated lapsed customers, identified responsive cross-sell audiences and achieved a 4% lift in campaign revenue with Epsilon Data Overlay.

4%

lift in campaign revenue
Adding Data Overlay elements to
customer models resulted in average
campaign revenue lift of 4%.


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