Without the hassles of integrating separate data warehouses, the chain was still able to derive actionable data for better customer-targeting campaigns.
In a market saturated with so many competing fast-food eateries, Pizza Hut Delivery Indonesia wanted to ensure that its marketing efforts reached only the most relevant audience with the most relevant creatives to drive outcomes. For this, it looked to start running more programmatic campaigns, and has announced partnerships with tech companies to finetune its marketing efforts.
This move came about because the firm’s on and offline customer data was sitting in silos, with no way to connect them together, and it has been difficult to discern between in-store and digital (takeaway/door-to-door delivery) customers.
To bridge the gap between its online and offline consumer data, the firm’s new system now employs a solution that joins real-world online and offline data, to let users engage in more advanced programmatic activity for future marketing campaigns. In just its very first campaign, Pizza Hut Delivery Indonesia had evolved their nascent experience with programmatic campaigns to being fully-equipped for a whole host of advance programmatic strategies. For example:
- With the many frequented location segments, browser-behavior based interest segments, and movement-based interest segments provided, the brand can now make its audience targeting strategy more precise and performance-driving
- With a clearer view of its store and website visitors, Pizza Hut Delivery Indonesia can now re-engage customers through retargeting campaigns
- With competitor analysis data, the firm can run competitor conquesting campaigns, targeting the audiences likely to frequent its competitors and diverting them to Pizza Hut Delivery.
- Visibility into the audience personas seen most in-store and online allows it to engage in dynamic creative messaging, using tailored creatives to drive personas to the channels where they are most likely to convert
Actionable insights from siloed data
With the help of media network MediaCom as well as Outcome Media Company and GroupM’s advanced programmatic arm Xaxis, Pizza Hut Delivery Indonesia has unearthed a wealth of actionable audience insights from a single programmatic campaign that has enabled it to quickly evolve its programmatic strategy, including key insights for competitor conquesting and dynamic creative messaging. Its brand digital manager Alfitrahmat Saputro, said: “Unlike traditional panel-based market research, the solution provided us with an audience analysis based entirely on the real-world behavior of our actual customers on both our website and physical stores. The insights and segments we have been given can supercharge future campaigns we run with Xaxis.”
Yunnita Avreda, country head for Xaxis Indonesia, said: “With customers who can interact with the brand online, through their delivery website, or in-store, through pick-up and take-out, Pizza Hut Delivery Indonesia was a perfect fit for our solution called Beyond and its capability to bridge online and offline consumer data.”
Bridging the data gap
Pizza Hut Delivery Indonesia had opted to layer the solution onto an existing programmatic campaign through MediaCom and Xaxis. This arrangement augmented the brand’s display campaign with footfall attribution to 11 Pizza Hut Delivery stores across Indonesia.
With the existing technology, the brand had the ability to derive offline footfall data from their stores and online consumer behavior captured with audience insights tool. However, even with this capability, these data sets still sat in separate silos.
According to Avreda: “Many brands are able to capture data through different marketing efforts, but (this solution) enables our agencies and their clients to piece these findings together to develop a holistic view of the brand’s audience that can contribute to driving outcomes more effectively.” The solution called, Beyond, will be made available across the APAC region, including Australia, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Taiwan, and Thailand.
Saputro concluded that marketers will find this case a reflection of the importance of understanding the technology, bridging siloed consumer data, and “maximizing the audience-targeting capabilities that this data can provide us.”