Optimizing the omnichannel campaign agenda and boosting revenue

David Nedzela – Digital Marketing Director

Fnac Darty

“Tinyclues is at the heart of our CRM, enabling my team to target and optimize more than 1500 campaigns per year, driving millions of revenue per year. It has a big impact on our strategy and our revenue.”

Marketing Hero Interview: David Nedzela, Digital Marketing Director at Fnac Darty

How the leading electronics and home appliances retailer is using Tinyclues to optimize their campaign agenda and improve team productivity.

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Context and Challenges

• In a highly competitive market, needed to increase the performance of email, direct mail and Facebook ad campaigns.
• Fatigue management rules and workflows were sub-optimal and complex.
• With 140+ campaigns per month, needed to reinvent the way they were creating, targeting and optimizing their marketing agenda.

Solutions and Use Cases

• With Tinyclues’ AI-first solution, Fnac Darty outperformed the revenue generated by existing campaigns and streamlined the campaign process.
• Entire marketing campaign agenda is now managed and optimized in Tinyclues, with intelligent fatigue management and better customer experience.
• Time to target campaigns dramatically shortened across email, direct mail, and Facebook ads.

Results

• Email campaigns with Campaign Intelligence delivered 30% more revenue as measured with A/B tests, vs. Fnac Darty’s targeting techniques.
• Generated $8M of additional revenue per year on direct mail campaigns.
• Better campaign experience for marketers: time to target and plan a campaign decreased to 3 minutes, and only 30 minutes is needed to create and optimize their weekly plan of 40 campaigns.