Multi-national IT company aims to improve digital targeting success
CSC is a multinational IT leader that recently split into two separate companies, a bold move marking its greatest structural change in over 55 years in business. Going forward, the company has two organizations – one now focused on its commercial business and the other solely devoted to its substantial government work and public sector portfolio.
CSC is a top “Software 500” technology enabled business solutions and services provider. When it came to digital marketing, they were in need of a partner and marketing technology specialist. Enter Faction, a digital Demand Generation agency in Denver, CO. Last year, CSC hired Faction and the agency created the “Let It In” campaign, using leading technology and platform providers.
The email campaign was a huge success netting 70 per cent open rates, 40 per cent click-through rates and an ROI of 212:1.
The way that Faction was able to so successfully reach their targets in the campaign is unique.
"Four years ago, CSC was working with mostly email campaigns,” said Matt Smolenski, head of client services at Faction. “This year we ran a very global campaign where we created a microsite that became the basis for the campaign."
Developing a microsite, the team then used a very complex email program that offers a back-end scoring system that served as the intelligence hub. Faction used data driven email and remarketing to reach the correct targets. Utilizing platforms like BizO, Eloqua and a lead scoring model software, Faction could assess users propensity to buy. They had the ability to see the IP addresses and through reverse IP targeting, they could pixel and retarget.
“The Let It In campaign got smarter and smarter as we were building relevant, timely data behind the campaign," Smolenski said.
Smolenski credits a deep reserve of technological saavy for a far more successful targeting campaign.
"Our agency has many of the traditional creative, content and other strategies but we also do a lot of the research and our job is to get the right technologies to the right people. We possess the deep, technological expertise. With the marketing landscape changing so drastically, we study and cherry pick the best."
“Because of our technical expertise, we like to do a lot of work with other vendors that our customers have not even thought about. Our job is to get the right technologies to the right people. It is a lot of research on our part. I think the highly successful open rate of the 'Let It In' campaign is because of the evolving sophistication of the campaign, which just kept getting smarter and smarter.“