How do digital communication measures contribute to lead generation? The challenge lay in concepting and implementing a controlling instrument to analyse this matter. Our vision was to develop a customer experience management platform with a flexible and personalized design of the customer journey.
We optimized the existing Adobe Analytics program to asses how digital touchpoints in the customer journey contribute to lead generation. We selected the Adobe Audience manager as our data management platform (DMP), conceptualized and implemented it based on the iterative use case conceptions with a focus on cross channel retargeting. In sum, we have developed an individual modular markting technology architecture.
Our work helped us gain a comprehensive understanding of the contribution of digital measures to improve qualified leads for retail. The first BMW configurator remarketing use cases show a sigificant improvement of the response rates with the goal to win back customer journey drop-outs.