Bauer Media Group appoints Magiq to develop its customer acquisition strategy in real-time
Bauer Media Group has announced that it has appointed real-time lifecycle marketing company Magiq to help develop its customer acquisition strategy.
BMG will be using Magiq’s LifecycleMAGIQ platform, which provides real-time visibility of each visitor’s actions, whether on mobile, tablet or desktop.
Simon Blanchard, BMG’s head of data and online marketing, said: “Our aim is to recognise each of our customers – if we have seen them before, where they originate from and which of our brands they are interested in. Armed with this information we can give them a more personalised and relevant experience.
“Historically, the site has been very UK-centric, but by using Magiq we can now, in real-time, deliver targeted content and offers, which will improve engagement, the customer experience and sales. The functionality of LifecycleMAGIQ will also enable us to step back and concentrate on strategy, rather than getting bogged down in the nuts and bolts of running interactive campaigns. Magiq’s built-in analytics also lets us see how much money each campaign is making second-by-second, so we know if our campaigns are working.”
Brands including heat, Grazia, Empire and Motor Cycle News will use the service in the short term to recover revenue lost in abandoned baskets and longer term, to enhance its customer relationships.
Malcolm Duckett, CEO at Magiq, said: “An abandoned basket is not a sign of failure. Rather it’s the signature of an opportunity. A visitor who picks up, inspects and drops an item in their basket is demonstrating a level of interest in the item that the business shouldn’t ignore.”
The service will build and maintain profiles for every visitor, based on their interests and behaviours.
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