The 2016 Maven Awards
Strategic Use of Data
PGR Media for J. Jill
Our strategy provided a full funnel, 100% measurable approach inclusive of lifestyle print, awareness digital, and digital prospecting.
To expand our reach and awareness, we took an in-depth look at their customer file through two different data service providers (Epsilon and Acxiom). We then plotted the behaviors and lifestyle attributes of the customers to MRI to clearly identify our model prospect’s demographics, lifestyle attributes, and interests. This resulted in a shift in our print media strategy. We saw significant pockets of opportunity in key regions, which resulted in shift to regional lifestyle magazines (Southern Living, Coastal Living, and Sunset) to capitalize on this composition at scale.
In order to limit the waste of our buy, we also leveraged tactical print through targeted magazine onserts & inserts within lifestyle magazines.
All print media (both lifestyle titles and tactical onserts/inserts) included unique promotional codes by title and month, which we used to track back to in-store, catalog, and digital sales – as well as tracking the volume and percent that were NTB and Lapsed.
Digitally, we partnered with Oracle as a DMP to provide In-Store, E-commerce & Catalog transactions tied back to our digital media efforts, which included awareness partnerships on sites like Oprah, Hearst, Time Inc, Meredith, Scripps, etc. We also tapped into the DMP to create shop-a-like profiles to target purely new to brand customers with 360-tracking, and suppressed active customers to look-a-like prospect on Facebook & Instagram.