Driving Customer Engagement in CPG

General Mills Case Study

Challenge

This major CPG client has dozens of brand websites and newsletters reaching over 20 million registered members—creating a lot of virtual activity and engagement for the company. They needed an approach to understand and optimize the strength of member relationships over time and quantify the financial impact of member activities to their business.
 
The challenge to Targetbase: Utilize digital learnings to improve the customer experience.

 



National CPG Co. Case Study

Idea

Link customer activity online with offline purchase behavior. Targetbase designed a methodology that enables the client to enhance their view of the customer and provide richer, more relevant content to members. Through a better understanding of sites members visited, content they consumed and social data overlays, our client is able to augment member profiles and drive increased page views and brand interaction—ultimately leading to additional product sales.



General Mills Case Study

Results

In the first 6 months, the client realized a 20% lift in engagement driving an average 4% lift in units purchased and an ROI over 250%