The Result: Increased campaign KPIs by 500%
Art.com believes art is dynamic, personal and connected to now, and the experience of buying and living with it should be too. As the parent organization to AllPosters.com, Art.com, and WorkspaceArt.com, the Art.com corporate marketing team powers the experience for tens of millions of customers globally, across 25 localized websites and over 150 countries.
Art.com needed to transform their customer journey from primarily-batch to primarily-personalized in order to maintain loyalty and the health of the customer list. Art.com was using an Oracle Marketing Cloud stack (Responsys), and was dependent on engineers to deploy and adjust triggered campaigns, and an analyst to pull SQL for segmented batch campaigns. New programs could take weeks or months to execute.
Art.com turned to Stride’s Customer Data Platform to empower their marketing team to deploy personalization and execute faster without any engineering or professional services. With Stride’s Customer Data Platform, Art.com ingested data from various point solutions and platforms, enabling a non-technical user to action on a complete view of the customer. Audiences that used to require SQL queries written against multiple databases became point and click.
Self-serve triggered programs
Stride removed the need for additional resources and empowered Art.com to independently deploy new iterations of abandonment, lifecycle and other triggered campaigns in hours instead of waiting months for engineering. The Marketing team can now create behaviorally-driven campaigns on the fly and is no longer having to wait days for data to come to them.
Stride’s cross-channel orchestration allowed the Art.com team to increase their personalization in Facebook ads, and even optimize audiences across channels. Now ad spend can be focused on non-email engagers, and high-value audiences are targeted with ease.
Using Stride’s personalization library, the Art.com team created 1:1 personalization variables to make email content different for each visitor. Stride provided Art with an easy, self-serve method to quickly size audiences, trigger programs and iterate based on results. The turnaround time from idea to execution is so quick that the team is testing and launching campaigns at a velocity that would have previously required a data scientist to be attached to the team at all times.
“Unless a first-year college student can master a tool within 24 hours, you’ll never use it. A CDP needs to be accessible and actionable.”
Using Stride, Art.com has been able to move key business metrics, including increasing revenue-per-email in triggered campaigns by 500%. With Stride’s capabilities, the Art.com team was able to gain a full return on their investment in under two months. Overall, Stride helped Art.com transform the email customer journey to be majority-triggered communications.
Using Stride’s Facebook integration, the Art.com team was able to personalize ad audiences and increase Return-on-Ad-Spend by 29%, while leveraging lookalikes to make better acquisition campaigns.
Stride’s flexibility allowed Art.com to create new segmentations and triggered campaigns over 10 times faster, and execute in minutes what previously took weeks or months of waiting.