Executive summary
A leading global online game developer wanted to maximize advertising efficiency around their new title launches while establishing more direct relationships with customers. The company had amassed extensive first-party data but wasn’t getting much value from it.
Using Treasure Data Customer Data Platform to unify its first-party data, the gaming company has been able to identify more opportunities for DLC and offer perks at the right time to the right customer, growing its subscription base. Additionally, through sophisticated segmentation of its audiences, the game developer has been able to measure marketing performance/attribution, improving ROAS by 65%.
Challenges
The online gaming company has collected a lot of valuable first-party data from its users, including information from website visitors, in-game purchases, emails, and more. Unfortunately, this data was spread across more than a dozen different systems, making it hard to access and use.
The company needed a customer data platform that could provide a foundation for a trackable customer journey, including the ability to take anonymous visitors to known visitors, first-time buyers to routine buyers, and grow subscription-based accounts.
Solution
To tap the valuable insights on user behavior, preferences, and interests within their data, the gaming company turned to Treasure Data and Leverage Lab, a strategic first-party data activation partner.
Since deploying Treasure Data CDP, the online gaming leader has improved its marketing efficiency by building high-value audience segments, forming lookalike audiences, suppressing and geo-targeting audiences for cross-selling, and upselling high-propensity audiences.
Results
With the Treasure Data CDP, the online gaming leader has improved its marketing efficiency by building high-value audience segments, forming lookalike audiences, suppressing and geo-targeting audiences for cross-selling, and upselling high-propensity audiences. Results include:
- Created unified customer profiles by matching IP addresses from website visitors and various sources of gaming data
- Sophisticated segmentation of audiences
- Capture high-purchase intent signals on users and web events
- Effectively measure marketing performance/attribution
- Improved marketing ROI through better targeting
