“Outsmarts rather than outspends”, generating £1m in display ad trial

Domino’s says Epsilon overcame GDPR data-security hurdles to deliver a solution that identified individual customers and tracked them from initial contact through to purchase.

10:1+

Incremental Return On Ad Spend  (IROAS)

£1.3M

generated in incremental revenue

3.1M

people reached

Background

With more than 80% of Domino’s business conducted online, the company wanted to leverage its in-house customer data, drive incremental growth through display ad spend and prove ROI.

Challenges

Use Domino’s in-house data architecture and customer knowledge to drive efficiency through data.
Prove ROI on digital display spend.
Ensure effective measurement using a mix of econometrics, last-click and revenue incrementality.
Enable Domino’s to ‘outsmart rather than outspend’ its competitors.

Solution

Enable Domino’s to identify, reach and retain the right customers at scale
Optimise media buying to ensure a measurable incremental return.
Increase the frequency of profitable incremental purchases across its customer base.
Track the full process accurately from media delivery through to order.

”We were attracted to Epsilon’s solution because of their commitment to utilising our first-party data. We were also able to track the full process accurately against our internal data – literally from media delivery through to order.”

— Karl Boyce, Head of Digital and CRM at Domino’s Pizza

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