WorkJanuary 1, 2023

User Journey Optimization: Cross-Channel Campaigns and Behavioral Targeting

Marketing Activation

Project Notes (full article to be written)

Source: Luxury beauty brand - User Journey Optimization & marketing use cases (Analytics platform, GCP, BigQuery, Airflow, Marketing automation platform) Context:

Marketing campaign optimization: right filters, right time, right channel (cross-channel and cross-device)
Implementation of multiple algorithms and marketing campaigns
User journey optimization and campaign delivery based on customer profile (user journey x campaign manager)
Intelligent targeting based on customer behavior and preferences

Technologies:

CDP: CDP Platform (customer profiles, segmentation engine)
Data Warehouse: BigQuery
Activation: CRM platforms (CRM Platform, Marketing automation platform)
Scoring: Python-based propensity models
Orchestration: Airflow

Results:

Campaign conversion: 1-2% → 3-4% average (+100% improvement)
Cart abandonment recovery: 15% conversion (€8M+ annual revenue)
Marketing efficiency: -30% campaign volume while maintaining revenue
Self-service adoption: 100+ segments/month created by marketing teams
Data enrichment: Profile completion 60% → 78%
Automation: 60% of campaigns now automated behavioral triggers
Revenue attribution: €25M+ annual revenue from behavioral campaigns

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Customer 360°, data pipelines, cross-channel activation, segmentation, business-optimized privacy all delivered in production at scale for retail and luxury.

38M+

Contacts Managed

€5B+

Managed Revenue

32+

Countries

7+

Years CDP Expertise

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