On Wednesday, the take ‘n’ bake pizza chain Papa Murphy’s announced the latest digital marketing campaign resulted in renewed customer engagement. The pizza brand collaborated with Bridg, a software company leveraging big data to drive precision marketing campaigns. Highly personalized marketing communications was delivered to specific customers through social media channels.
“While we had existing customer data, we partnered with Bridg to extract, analyze, and leverage the information to make it actionable,” Tim Vu, VP digital experience for Papa Murphy’s, told QSR Magazine. “Connecting data across our customer database, point-of-sale systems, and custom eCommerce platform will help us deliver compelling offers and provide even greater value to families looking for a fresh dinner option.”
Results of the campaign include a $3.58 in revenue for each $1 in advertising/technology spend, driving immediate revenue, click-thru completion and capture and cost efficient customer identification, capture and retention.
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