How Johnston & Murphy Gained a Single View of the Customer

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How Johnston & Murphy Gained a Single View of the Customer

By Apparel Staff - 09/14/2017

Customer Portfolios and Digilant have partnered to innovate the digital experience by combining AdTech and MarTech to track behavior and revenue impact for each interaction.

Customer Portfolios is a provider of lifecycle marketing and customer analytics and Digilant offers programmatic ad buying solutions and services

For the first time, AdTech and MarTech are converging to leverage a brand's rich and often underutilized CRM data to influence the customer's advertising journey in real time and while maximizing digital advertising spend. By connecting Digilant's programmatic buying expertise with Perfect Pixel, Customer Portfolios' proprietary data collector and CRM intelligence, brands receive a 360-degree view of their customers to improve marketing effectiveness.

"Our programmatic solutions are strengthened by leveraging behavioral data like website engagement," said Adam Cahill, president, Digilant US. "When combining third- or second-party data sets with first party CRM data, advertisers can activate their marketing in a proprietary way, allowing us to more efficiently locate the next customer."  

Programmatic CRM + Perfect Pixel: together in action

Footwear and apparel brand Johnston & Murphy wanted to capture online customer activity to better assess the influence that its various media efforts were having on purchase behavior.  Coupling this data with its existing CRM profile would allow the retailer to prioritize its marketing investments and provide a complete view of customer activity to inform advertising content.

"For too long, marketers have relied on channel partners to execute campaigns, blindly trusting these partners without complete visibility of their data," said Augie MacCurrach, CEO and co-founder of Customer Portfolios. "Perfect Pixel empowers brands to control all of their data — and ultimately leverage it to increase their customer's lifetime value."

To achieve this, Johnston & Murphy combined the intelligence collected by Perfect Pixel with Digilant's tracking cookie to close the loop across channels and create a personalized customer journey. Customer Portfolios then leveraged their Smart Cookie to deliver the CRM profiles, enhanced by Perfect Pixel, to Digilant's tracking cookie. This provided Johnston & Murphy a complete view of all online and offline customer activity, letting Digilant activate this customer intelligence through programmatic media channels.

"This partnership allows J&M to take the holistic view of our customers and put it into action across our digital efforts, helping us be more efficient and effective with our media spend," said Heather Marsh, Vice President of Commerce, Johnston & Murphy (Genesco). "Our time and money is focused on delivering what our customers want; through the work of partners like Digilant and Customer Portfolios, we're excited to be able to quantify the impact of our efforts through in-store sales."

With the powerful Customer Portfolios CRM Profile — enhanced by Perfect Pixel — providing the intelligence for personalized content, Johnston & Murphy is now able to deliver digital messaging at a 1:1 level and complement all of their other marketing efforts. The partnership has led to a lift in sales for the audience exposed to media through Programmatic CRM. Moreover, Johnston & Murphy is able to attribute twice the amount of sales to these initiatives by including offline matchback delivered from Perfect Pixel.