Sonder | Using customer data to attract commercial partners
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Leveraging customer data to increase revenues

We reframed Virgin’s go-to-market media offer to be data-led and grew the number of advertisers & revenues as a result. We evolved their sell from one of pure reach to “we have your customers and we can connect you with them through our owned media channels”.

 

Virgin already had an extensive selection of 35 owned media touch-points that could be utilised by partner brands for advertising.  But advertisers can “buy reach” anywhere and weren’t particularly interested.

 

Virgin’s DMP (Data Management Platform) had first, second & third-party data sources enabling us to create targetable audience segments through Adobe Audience Manager. Meaning advertisers could define & connect with their target audience as they defined them (versus demographic generics like ‘All people’).
The impact was material. Previously disengaged commercial partners were suddenly very interested!

 

To find out how to unlock your data asset click here

By changing the way you view an asset, significant value can be driven for your business