Sociomantic Labs Shortlisted for Six Performance Marketing Awards

Work developed with AllSaints and Tesco recognized in UK awards

We are honoured to have been nominated in no less than six categories for the Performance Marketing Awards, where we’ve been a constant presence now for three years running—last year, we even managed to nab the Best Use of Customer Insight award with British Airways.

Full-Funnel Innovation with AllSaints

With Allsaints, we’ve been shortlisted for Advertiser Innovation, an award reserved for any innovation that has ultimately improved revenue opportunities, engagement, relationships or visibility for the brand applicant. As the company’s full-funnel programmatic display partner in the UK and the US, Sociomantic was tasked with driving user engagement, new customer acquisition, existing customer loyalty, and also to provide insights on incrementality in order to demonstrate the value of an integrated full-funnel approach for display advertising.

In order to achieve these goals, Sociomantic and AllSaints segmented users based on three-stage specific campaign strategies: prospecting (driving engagement (clicks) from qualified, new-to-site users in order to increase the company’s website traffic); new customer acquisition (driving first-time conversions from website visitors who were not already existing customers); and building loyalty (identifying and re-engaging with existing customers who had purchased within three months, as well as reactivating customers who were dormant in the past three months, but had purchase in the three months prior to that).
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“Since launching, Sociomantic’s prospecting campaigns referred the highest number of new-user display traffic to AllSaints sites in the UK and the US, 96.5 percent and 91 percent respectively,” said Rav Dhaliwal, then Global Head of Digital Marketing for AllSaints.  To learn more, you can read our AllSaints case study.

Customer-Centered Innovation with Tesco

For the work developed with Tesco, we’ve been nominated for:

  • Best Performance Marketing Technology;
  • Most Effective Use of Programmatic;
  • Best Use of Data;
  • Best New Entrant or Relaunch.

Especially of note is the nomination for Best New Entrant or Relaunch, as Tesco was able to pioneer the first use of programmatic display activity on a performance basis by a UK supermarket, thanks to Sociomantic’s unique capability to ingest the grocer’s first-party data to create CRM segments which target specific customer groups with personalized marketing.

Why would a grocery store need to do loyalty retargeting, you ask? After all, groceries are necessity purchases (we all need food in our ‘fridge), so repeat customers are a given, right? Well, not exactly.

In the end, Tesco’s pioneering spirit and customer-centric mindset were rewarded.

“Programmatic display activity for supermarkets doesn’t make sense if it’s seen purely as a way to sell typical grocery items,” said Paddy Freeman, then Programmatic Display and Remarketing Manager for Tesco. “However, if the intent is to build more loyal, valuable customers through smart CRM segmentation and real-time targeting activity, then personalized programmatic display advertising offers a strong business case. Custom groups identified online through Sociomantic’s CRM segmentation based on customer lifetime value, combined with relevant dynamic messaging has seen to an increase in conversion rates whilst maintaining a sustainable marketing spend”.

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Industry Choice of Tech Solution

We’re also nominated as an Industry Choice of Partner, a category that had nominations collated from all demographics before narrowing it down to top advertisers, networks, publishers and tech providers.

We’d be so very honoured if you cast a vote our way.

The Performance Marketing Awards, now in their tenth year, recognize and celebrate the very best in UK’s performance marketing industry across 28 hotly-contested categories. The judging panel features digital experts from the likes of Hotels.com, Google, Microsoft, Facebook and many more, who are tasked with pinpointing outstanding contributors to performance marketing across a range of categories. Entries were assessed based on their ability to meet strict criteria, including pre-set campaign objectives, execution, return on investment, innovation and overall success.

The winning nominations for each category will be announced at the awards ceremony, to be held at the Grosvenor House Hotel in Park Lane, London on April 26th, 2016. Sociomantic is, once again, thrilled and proud to be included on the shortlist.