Some of the world’s most progressive brands were honored by Experian Marketing Services for their exceptional, customer-first marketing campaigns. The inaugural #SuiteLife Awards recognizes marketing programs that create exceptional customer experiences using data, analytics and technology while delivering outstanding business results.
Nearly one hundred Experian Marketing Suite clients submitted applications and winners were announced during the 2015 Client Summit in Las Vegas on Friday, July 31st. During the ceremony, the audience was asked to cast their vote for their favorite campaign. The People’s Choice Award went to Finish Line, a premium retailer of athletic shoes, apparel and accessories.
“The #SuiteLife Awards is a celebration of exceptional brand experiences that add value to the everyday lives of consumers; these are the brands that are making our digital experiences easier and more meaningful,” said Ashley Johnston, Senior Vice President, Global Marketing, Experian Marketing Services. “We are proud to have such a distinguished list of brands involved in this program and in our client portfolio. Data and technology are equipping marketers with the tools they need to create and sustain those customer-first experiences, and we couldn’t be happier to be the partner of choice for these remarkable brands.”
2015 #SuiteLife Awards winners recognized include:
Finish Line – 2015 People’s Choice
Finish Line developed a thoughtful and timely marketing campaign that ran in conjunction with the college football season. Hoping to grow the College Fleece Program by 21% through email, Finish Line established a 36-email campaign that supported the sales of College Fleece at various price points. Utilizing MovableInk, SmarterHQ, and Experian Marketing Services to deliver relevant emails by leveraging personal information, geographic data, and on-site browsing behavior, Finish Line was able to surpass their original goal of 21% to 59% through email and establish a 3.25% Program Click-to-Transaction Rate.
American Eagle Outfitters — Best Cross-Channel Marketing Campaign
American Eagle Outfitters created a thoughtful, coordinated and omnichannel shopping experience using mobile as the central touch-point of the campaign. In an effort to appeal to its mobile-first customer base, American Eagle Outfitters wanted the program to give customers the flexibility to shop in any way they choose. For example, customers browsing through the app have the option to reserve and try a product in store and get notified in real time via email or mobile text of the product’s availability.
Boden — Best Real-Time Contextual Marketing Campaign
Boden developed a unique email marketing program that was 100 percent contextual. Real-time contextual data was used to personalize messages based on each customer’s preferences and his or her past experiences with the brand.
Neiman Marcus — Best Innovation Campaign
Neiman Marcus was recognized for its recently introduced mobile app, which improves the customer experience through enhanced personalization and relevancy. The app allows customers to simply take a photo from a magazine, and via a 3D image search Neiman Marcus will find equivalent items available through their website.
MODI Media (of GroupM) — Best “Data for Good” Campaign
By leveraging the power of addressable TV, MODI and its advertiser were able to take a traditional channel (TV) and turn it into an extremely targeted and measurable marketing channel while keeping consumer privacy and data security as the priority of the campaign. The advertiser was able to achieve a 22 percent increase in their customer base, an 18 percent increase in transactions and a 33 percent lift in product sales during that sales window.
Bass Pro Shops — Best “Insights to Interaction” Campaign, Relevant Rewards
Bass Pro Shops revived its email marketing program during Cyber Week 2014 through a campaign to reengage lapsed customers with relevant messages and offers. Leveraging identity technology, third-party data and a sophisticated audience segmentation system, Bass Pro Shops was able to reengage inactive email subscribers using past purchase behavior and preference data. The email campaign provided customers with customized offers and content for activities that they enjoy, such as camping, fishing and boating.
DIRECTV — Best Acquisition Campaign
DIRECTV’s Mayweather/Pacquiao text-to-enter sweepstakes campaign increased awareness, engagement and marketing opt-in numbers of its customer base on the mobile channel. Customers that opted in to the program received deals and ordered programming and executive self-services.
Foot Locker — Best Mobile Campaign
Foot Locker offers a distinctive mobile application that enhances a consumers’ digital experience and makes shopping and interacting with the brand easier by allowing him or her to browse unreleased sneakers, which locations will carry the shoes and when they will be available seamlessly. Most notably, the app offers Shoemoji, the world’s first sneaker replica emoticons.
SiriusXM — Best Creative Campaign
SiriusXM created an interactive, rewarding experience that enticed in-trial customers to share music preferences. SiriusXM could then invite those customers to events based on their favorite music decade and convert them into subscribers.
Experian Marketing Services’ 2015 Client Summit brought together nearly 1,000 marketers for three days of networking and educational programming focused on bringing brands closer to their customers. Featured speakers for the 2015 event included U.S. women’s national soccer team (USWNT) player and 2015 FIFA Women’s World Cup Golden Ball trophy winner Carli Lloyd; USWNT player Megan Rapinoe; USWNT head coach Jill Ellis; Chief Brand Officer for WWE Stephanie McMahon; Chief Marketing Officer of Digital Publishers Clearing House Jason John; graffiti artist and entrepreneur Erik Wahl; star of the film Magic Mike and television series True Blood Joe Manganiello; and founder, president and CEO of Fuck Cancer, Yael Cohen.
At the event, Experian® revealed significant data and technology enhancements to the Experian Marketing Suite. Read more about these updates here.
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