Putting Low Match Rates to Bed
As a high-end children’s furniture and décor retailer, The Land of Nod has incredible products. What was less than incredible was their ability to reach and reengage their customers online.
As families grow, their buying behaviors and home addresses often change. Which made it a challenge for the company to reach back out to their customers when, for instance, a baby outgrew its crib and needed a new toddler bed.
In addition to the usual challenge around each consumer using multiple devices, The Land of Nod's customer base also trends higher than average for using Safari browsers and iOS mobile web and apps. Since Safari rejects third-party cookies, any ad partner that relies on them to recognize and match consumers would miss out on a huge percentage of The Land of Nod customers.
At Conversant, reaching iOS and Safari customers isn’t an issue, as we can reach them with the same technology that we use to reach every device, browser and mobile app.
This, plus our proprietary matching technology—building a single view of every consumer, across their devices and over their lifetimes, using cookies and transactional data (both online and off)—drives match rates that far exceed the industry average. So instead of treating each cookie or device as a different person, we’re able to link multiple devices back to a unique individual, eliminating wasted ad dollars.
Our ability to personalize the ads seen by these verified consumers, across all of their devices, means that we can hit them with relevant messages, driving strong conversions.
–Joe Orlando, Director of Marketing at The Land of Nod
We accurately recognized and matched 94% of The Land of Nod’s customers against our list of verified consumer IDs. Compare that to the industry’s average match rate of just 42%.
Of those matched customers—whom we connected to an average 14 cookies and devices each—we saw 89% of them within 90 days. Because we have such a deep understanding of them, built from our highly accurate, online and offline consumer data, we were able to serve them personalized creative that commanded attention and drove conversions. 1,500 unique creative iterations were served each month.
When it comes to beautiful, trendy home goods for kids, The Land of Nod leads the industry. And when they need to nurture their customer relationships and maximize their incremental return on ad spend, they rely on another industry’s leader: Conversant.