Samsung scales first-party data activation to reach 43% more customers

BUSINESS OBJECTIVE  

Unlocking the full potential of first-party data in a privacy-conscious way 

Leading consumer electronics brand Samsung wanted to strategically use its first-party data in Germany for personalised advertising to reach new customers. It wanted to specifically match its data with media partners’ data to help drive scale, while remaining privacy-conscious. 

Samsung worked with its agency, Starcom, to develop an approach that would enable it to scale the use of its customer relationship management (CRM) data with privacy in mind. 

SOLUTION AND RESULTS

Reaching the most relevant customers with an advanced identity solution 

Samsung’s strategy involved matching its CRM data with data from media marketer United Internet Media (UIM). UIM’s data comes from netID, a European identity solution that enables users to log in across multiple websites with a single ID. The data matching was performed in a “data clean room” provided by Decentriq. 

By cross-referencing its data, Samsung was able to create a new audience segment that included its most relevant audiences while keeping customer privacy top of mind. This audience segment included both first-party data and lookalike strategies. 

Samsung ran a programmatic display campaign on The Trade Desk demand-side platform (DSP) using this new audience segment. This approach enabled the company to fully understand who its consumers are and adapt its creative accordingly to provide a more personalised ad experience. 

Samsung activated our cross-device graph to help maximise the reach and efficiency of its display campaign. This enabled it to reduce the frequency of ads, which led to cost savings that were reinvested into the campaign to increase incremental reach by 43%. 

Overall, the campaign highlights the value of using privacy-conscious, innovative identity solutions to unlock the full potential of first-party data. Samsung plans to test other identity solutions, including EUID, with our platform to find the best way to scale its first-party data to deliver a personalised customer experience.