experience

As data-inspired customer experience experts, we know how to turn data into knowledge and knowledge into results. In addition to the verticals below, we have also helped clients in industries ranging from automotive and energy to luxury brands and B2B marketing.
Financial Services
Financial Services
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With extensive experience in the financial services industry, we’ve created fully integrated and personalized campaigns for clients like TD Ameritrade and Liberty Mutual Insurance.
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Challenge

Our challenge was to acquire new Liberty Mutual customers and improve rates of policy renewal by encouraging existing customers to get the most out of their insurance. In order to optimize prospecting efforts on the email side, we needed to conduct a deep dive into historical email data to identify engagement trends and develop a scalable model to predict which customers are most likely to open an email.

Solution

To improve customer acquisition, we optimized the prospect journey from receiving a communication to starting a quote through mobile-responsive emails, compelling digital banners and dynamic landing pages. In order to improve customer retention, we created dynamic, real-time content personalized for different segments based on a customer’s geographic location and preferences. Our deep dive into historical email data allowed us to predict which customers would interact with certain emails, and improve our deployment schedule accordingly.

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Communications
Communications
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Through campaign optimization and personalized messaging, we’ve been able to increase customer acquisition and retention rates for our clients in the communications vertical, including DISH.
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Challenge

Our challenge was to acquire new DISH leads and prospects, while reducing time to market and improving efficiency. We were also tasked with addressing DISH email deliverability issues, and figuring out how to measure success in a meaningful way. In order to gain efficiencies in customer acquisition, we needed to come up with a better way to measure success on the back end and improve customer acquisition efforts in the future.

Solution

We designed flexible email wireframes to improve speed and quality of delivery. To optimize success, we tested email design, performed A/B testing and MVT testing—all with the HAVAS helia SmartDesign® Market Test Optimizer. To identify new audiences for acquisition, we used specialized list sources and by applying Havas helia SmartList® Lookalike Modeling, we grew DISH’s acquisition database. We also deployed personalized messaging based on specific segments’ characteristics and response behavior, which helped alleviate email deliverability issues. As a result, we were able to significantly increase DISH’s marketable customer database size, prospective customer calls and overall sales.

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Consumer Packaged Goods
Consumer Packaged Goods
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From Heineken to Hershey’s to RAGÚ®, we’ve developed digital, social, CRM and print campaigns for some of America’s most iconic brands.
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challenge

Our challenge was to replace an outdated, off-brand site with a clean, consistent customer experience. Despite being technically mobile responsive, the previous Ragu site did not perform well outside of desktop. In addition, content was difficult to find throughout the site, and recipe search functionality was poor.

solution

Our marketing technology and insight-driven creative teams worked to create a new Ragu website with a consistent mobile and desktop experience. We organized content so it would be easy to navigate and made vast improvements to the recipe search functionality. With an updated user experience, the new site better communicates Ragu’s emotionally-driven brand history and maintains a consistent, clean feel. We were able to successfully create a digital information hub that revives the iconic Ragu brand.

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Healthcare/Pharma
Healthcare/Pharma
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In an industry as personal as pharmaceuticals, we’ve helped clients within this vertical, including Tysabri, use data to segment customers based on their personalized healthcare needs.
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Challenge

Our challenge was to better position the TYSABRI brand by building positive brand awareness, increasing brand engagement and developing a more holistic view of the TYSABRI customer. We aimed to increase TYSABRI prescriptions by retaining high prescribers and growing scripts for lower prescribers. We also wanted to help TYSABRI reach new prescribers outside of their database, so we partnered with third parties to expand our reach.

Solution

The CRM database we built helped us uncover patterns in engagement and prescribing habits among TYSABRI customers. By using HAVAS helia SmartMart® and HAVAS helia SmartList®, we were able to identify both prescribers and non-prescribers and vary communication based on treatment continuum. We used prescriber data to profile and identify viable third party sources to uncover new target customers. We used GIS (Geographic Information Systems) to segment and target clusters based on prescribing habits and used both HAVAS helia SmartDesign® and our Market Test Optimizer tool to deploy the appropriate message via the preferred channel for each audience. We also executed MVT testing to create the optimal design and cadence for each type of prescriber. As a result, we grew the TYSABRI marketable database, increased email response rates and improved NPP engagement. We also identified and addressed targeting inefficiencies to reduce overall marketing costs for TYSBARI, which led to positive ROI year over year.

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Retail
Retail
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From Cellular Sales to AutoZone to SONY PlayStation, we’ve helped our clients in the retail vertical develop a more comprehensive understanding of their customers and what will push them to buy.
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Challenge

Our challenge was to develop a more holistic view of the AutoZone customer, while helping create a consistent customer experience. AutoZone lacked a single customer view, which resulted in an inability to effectively communicate with their customers. AutoZone deployed one-size-fits-all communications and struggled with list hygiene.

Solution

By consolidating, standardizing and joining disparate data sources, we were able to design a database that provides a more holistic view of the AutoZone customer. By using Havas SmartMart®, we created a holistic customer view, allowing for more personalized and relevant interactions with customers. Our market research enabled AutoZone to identify consumer segments in the marketplace and within their DIY consumer base through predictive typing tools. We incorporated email best practices and created campaign messaging that better aligned with AutoZone’s target customers. As a result, we improved AutoZone’s understanding of their customer base and increased response rates.

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Non-Profit
Non-Profit
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Through the use of data, we have helped our clients in the non-profit vertical, such as AARP, improve communications with customers, increasing engagement and driving support.
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Challenge

Our challenge was to develop a more  comprehensive view of the AARP member while increasing member engagement. Incomplete data collection, data formatting constraints and a lack of personalized communications were all impacting AARP’s member renewal rate.

Solution

By using Havas SmartMart®, we were able to create a flexible, scalable and customizable database for AARP. Our database provided insight into a member’s utilization and spend, as well as the amount saved by AARP partners. We created monthly personalized communications to inform each AARP member how much money he or she saved that month. These communications helped improve both customer engagement and membership renewal. We also provided a Tableau dashboard for AARP’s relationship and marketing managers to monitor member usage trends, data quality, geo-demographic member profiles and cross-partner utilization. This enabled AARP to maximize their partner relationships and demonstrate the value of membership to their current AARP members. As a result, we contributed to improving AARP customer participation and retention.

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