Essent, a leading energy supplier in the Netherlands with various brands and service partners, recognised the value of personalised communication and wanted to implement a Data Management Platform (DMP). They approached our competence center Stitchd to help: from drafting the requirements to transforming the marketing practices within Essent.
A pilot project was set up to measure the impact of personalisation, which included a successful use case with PSV fans. At the time, EnergieDirect, one of Essent’s brands, was a sponsor of the football club PSV. They were looking for a way to integrate that sponsorship into their online acquisition strategy. By synchronising PSV’s fan base with EnergieDirect’s customer base and offering personalised offers, they achieved a 23% increase in the number of contracts signed.
After the success of the pilot, a full implementation and configuration of the DMP followed, with Stitchd moving from implementation partner to product owner. We took on the maintenance of the DMP and encouraged its use across the organisation. Over time, insights from the Data Management Platform were leveraged for marketing, sales and customer service.
Key achievements included increasing the impact of personalisation by identifying more website visitors and migrating the DMP to a Customer Data Platform (CDP) to obtain a 360° view of customers. Our partnership with Essent evolved into a more consultative role and training internal staff to take over our role as product owner and power users.
Xploration
Essent recognised the value of personalised communication and committed to implementing a Data Management Platform (DMP).
Our solution
Stitchd did the full implementation and configuration of the Data Management Platform. Over time, insights from the DMP were used in marketing, sales and customer service. Moreover, the DMP was migrated to a Customer Data Platform (CDP) to obtain a 360° view of customers.
Result
During the pilot project to measure the impact of personalisation, the number of contracts signed increased with 23%. This result once again highlights the importance of personalised communication.
