In a context of transitioning from traditional āmanualā marketing to Precision Marketing, the PVCP Group has set up a couple of clear objectives in terms of media performance:
ā”ļø Targeting specific audiences according to business priorities
ā”ļø. Predicting propensity to buy
ā”ļø. Identifying purchase interest per personas
with some major KPIs to monitor to enable a continuous improvement: A&P savings, Incremental revenues, Improved ROAS and Team productivity.
š To do so, the choice has been to implement the new Google CRMint platform that enables to address the audiences at each step of the sales funnel, with the capability to unlock two crucial enablers for PVCP, which are the audiences scoring and next purchase prediction.
This has been a major step in measuring Media Performance at PVCP by moving from a rule based audience selection to an AI based model thanks to Google CRMint!