How to Use Emails for Insight
A domestic auto OEM wanted to squeeze more value from its first-party data (1PD) but didn’t know where to start. Like everyone, they were already spending a ton of money on media and had huge email lists—but they knew they were leaving money on the table and wanted to better understand their customers & investments.
Step 1: Linking Emails to Web Activity
They started with iCAN Measurement Studio, appending email lists to previously unidentified web traffic. This created visibility for the OEM into what led to sales or key actions – from first impression to last click. Now, with clear visibility into their lookback window, they were able to optimize media mix modeling, shift allocations, and better serve their customers.
Step 2: Cracking the Buyer’s Journey
With appended web traffic and new media insights, the OEM mapped out how customers moved from interest to purchase. No more guesswork—they knew which touchpoints mattered most and were able to move beyond ‘when’ to ‘where’ and ‘why’. This enabled them to be more thoughtful and intentional with each critical moment, unlocking additional efficiencies from the performance of each dollar.
Step 3: Audience Segmenting
They split their audience into precise groups: new buyers, service skippers, newsletter subscribers, and more. Events like email engagement flagged who was ready to take the next step. Result? The symphony of advertising – relevant, personalized, data-driven campaigns that drive quantifiable outcomes, predictably.
💡Pro Tip: UTM Tags Are Key
You can track just about everything with UTM parameters—little tags in links that show exactly where clicks come from. It’s like putting a GPS on every interaction, giving them sharper insights into what works.
The Payoff
By appending email data to previously unidentified website traffic, this OEM was able to create a clear picture of their customers. Audience segmentation and UTM tracking supercharged their marketing, making every move more strategic.
Ready to learn more about how this could work for you?
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