Heineken USA builds ‘golden consumer records’ to enable 1:1 relationships with customers

While deleting third-party data has been a hot topic in recent years, the conversation escalated again this month when Google announced it would not support alternative user-level IDs as third-party cookies are blocked in the Chrome browser.

As these types of browser restrictions deepen and privacy laws such as GDPR and CCPA become more important, it is becoming increasingly clear that businesses must migrate from third-party data to primary data to enforce user engagement. customers and drives business growth.

This change was even more urgent for consumer packaged goods (CPG) companies such as Heineken USA. Like many CPGs, Heineken has historically had no access to primary data because transactions have taken place at retailers, restaurants, bars, and/or entertainment venues. In other words, they lie between the brand and its customers, which essentially limits a direct relationship between the two. Indeed, the law prohibits alcoholic beverage companies from selling directly to consumers.

To reduce reliance on third-party data and enable 1: 1 customer relationships, the company has embarked on a third-party data strategy to gain new insights and engage consumers in new and innovative ways that are compatible with privacy and value. As Rebekah Kennedy, Heineken’s director of consumer strategy, noted, the adoption of the BlueConic customer data platform at a recent session at the MarTech conference was instrumental in successfully transforming consumer engagement.

Create useful “gold consumption records”

Kennedy and the Heineken team took the data into their own hands and pioneered the creation of ‘gold consumption records’ for each of the three brands: Heineken, Tecate, and Dos Equis. Using BlueConic to collect data from online and offline sources, the company combined its data into individual-level profiles divided into bronze, silver, and gold. The “gold plates” represent consumers with whom Heineken can build a direct relationship through marketing.

The uniform profile data comes from Heineken’s interaction with consumers through various online touchpoints, such as raffles, virtual events, visits to partner and merchant websites (eg Delivery Programs, etc.), as well as contact points. Contact. such as sponsored sporting events and music festivals. For example, Heineken plans to collect bracelet data from visitors to its sponsored tent at one of the country’s largest music festivals, pick it up and offer tickets to other types of interesting events, creating valuable exchanges with customers.

Activation of DTC marketing programs based on a unified customer view

With access to unified customer profile data in BlueConic, Kennedy and his team now have the flexibility to activate the data when and where they need it, with security and usability. For example, the company can:

• Replace the DMP target with a reliable multi-dimensional target: Historically, Heineken has relied on DMP-based segments, which provide no information about who their customers are or what has enabled them to incorporate ad experiences into consistent consumption paths. Because DMPs rely heavily on third-party cookies, it has become critical for Heineken to replace DMP-based segments with a more sustainable solution. With BlueConic, Heineken can create multi-dimensional segments for use in channels based on consumer interests, behavior, demographics, marketing consent, and more.

• Using segments derived from BlueConic data is “much more reliable than DMP segments,” says Kennedy. “For the first time, we can use Heineken segments instead of relying on third-party data. With this data in hand, we can design extraordinary personal journeys for our diverse audience.

• Optimize for Media Effectiveness: Because Heineken does not maintain transactions when purchasing its products, it was difficult for its media team to know how to optimize advertising campaigns outside of impressions and web visits. With the installation of BlueConic, the Heineken media team now has an idea of how many profiles a ‘product in shopping basket’ has been added after clicking on an ad. In addition, they can create similar audiences based on their primary data to further refine the advertising goals of converting consumers.

• Reduce the risk of consumer data in obtaining new information: Heineken is always one

• lead to long lead times to get data to Heineken and risks when it comes to securely resolve identities.  This enables Heineken to access new consumer information more quickly and reduce the risk of consumer data by managing authorization in BlueConic. Heineken can now easily enter an environment and delete consumer data if the requests are covered by the CCPA.

Proven results and new programs

In just one year, Heineken has set millions of gold consumer records. In addition, they see improved media efficiency when comparing key performance metrics before and after implementing BlueConic. They can add new channels and programs to their marketing mix that weren’t possible before. Kennedy noted, for example, that Heineken will undertake an email marketing pilot project in 2021 using BlueConic data, segments, and insights to continue a direct relationship with consumers. Building 1: 1 relationship with consumers seemed like a flow of tubes at the time, but with BlueConic we are enabling our email marketing project

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