Financial brand drives speed-to-market by accessing target audience insights
A leading tax software company needed to raise early-season awareness to drive site visits and applications. They turned to Epsilon for a digital solution that would be industry compliant, reach the right audiences and connect with them quickly as tax season approached. With this strategy, they engaged with prospective customers and got them to act when it mattered most for their business.
conversion rate of site visits from lapsed customers
conversion rate of site visits from competitive conquests
conversion rate of site visits from customers that qualified for free filling
A robust, quick to market strategy leveraging strong customer knowledge
In a competitive, highly regulated market, the tax service needed to leverage digital channels to connect with key audiences—including lapsed users, those that filed with a competitor in previous years, and customers that qualify for free services—all while minimizing media waste and optimizing digital spend. The problem? They couldn’t identify valuable audiences and activate quickly with their current vendors.
Epsilon helped the client develop a strategy to identify, activate and engage their three core audiences across digital media channels. Using Epsilon PeopleCloud Digital Media Solutions and our network of more than 200 million people, our machine learning algorithms identified lapsed users, customers that previously used competitor products and “free filers” (customers aged 21-34 and single)—all without onboarding their first-party data.
We customized messaging to each individual based on our consumer data, which spans 7,000+ attributes, for on-the-fly, AI-driven optimizations. Over the course of the campaign, we continually suppressed, retained and prospected based on each individual’s last engagement in real-time. Additionally, we could control media delivery and message frequency to optimize ad spend, shifting budget to audiences that were most likely to generate revenue.
Speed to market for these programs was a key metric for success, as the tax season is hectic, energized, and always evolving depending on the given macro-economic conditions for the year.