Selligent Marketing Cloud's flexible data architecture and Ematters' guidance allowed Opel to capture new subscribers and create a highly dynamic lifecycle campaign, designed to nurture leads and drive purchases of Opel automobiles.
Selligent Site continuously feeds behavioral data from the website and emails to improve the customer journey and enrich the customer experience. Probabilistic data models and predictive algorithms decide which campaign is automatically delivered to website visitors. The same behavioral data is now being applied to Facebook Custom Audiences using Selligent Marketing Cloud's Facebook connector.
Opel's database grew 30 percent in 4 months, while the number of identified profiles increased over 473 percent. Approximately 16 percent of all Opel NL sales are now attributed to the new campaign.