- Technology
Optimizing personalized marketing campaigns at scale in real estate
Overview
Adapting marketing strategies to achieve personalized engagement
Our client, a leading consumer-facing real estate company, had achieved substantial market penetration with near-total product awareness. However, this market saturation led to diminishing returns from traditional, broad-based marketing campaigns. A one-size-fits-all approach no longer captured customer attention effectively, nor did it foster meaningful engagement.
To drive continued growth, the company needed to transition to a highly personalized, data-driven marketing strategy. However, several obstacles stood in the way: the company lacked the infrastructure to analyze customer data effectively, tailor outreach strategies based on customer behaviors, and automate campaigns at scale. Additionally, they needed a reliable way to measure campaign impact to ensure continuous optimization based on real-world performance.
Our Solution
Building a scalable marketing platform for automated personalization
To address these challenges, OneSix partnered with the client to design and implement a production-grade marketing platform that would support scalable, automated, personalized campaigns. This platform was engineered to ingest real-time customer data across various business lines, using insights from behavioral data to drive micro-targeted marketing efforts. Key elements of the solution included:
- Automated Micro-targeted Campaigns: The custom platform empowered the client to run personalized, data-driven campaigns by automating the ingestion and processing of user-level behavioral data. This allowed marketing teams to create campaigns tailored to individual preferences, targeting customers with high relevance across the best-fit channels.
- Incrementality Measurement: The platform incorporated robust A/B testing to rigorously measure the incrementality of campaigns across audience segments, content types, and distribution channels. By comparing control groups and treatment groups, the client could accurately gauge the impact of campaigns, optimizing messaging and channel strategies based on real-world data.
- Strategic Campaign Verticalization: We developed distinct campaign “verticals,” each focused on different customer segments within specific business lines. This approach allowed us to deploy highly specific campaigns with unique creative content and messaging, driving relevance and engagement across diverse segments.
- Audience Segmentation and Experimentation: The platform automatically segmented the client’s customer base according to affinity with specific campaign verticals, using autonomous experimentation to test various content types and channels. The platform maintained matched control groups for each action, fueling ongoing analysis and optimization.
- Next-Best-Action Optimization: Leveraging uplift modeling and next-best-action recommendations, we analyzed experimental results to understand the incremental impact of campaigns across different audience segments. This enabled the client to optimize future campaigns with content and channels proven to resonate with each segment.
Results
Increased revenue and customer engagement
The implementation of a highly targeted, personalized marketing platform delivered significant business impact for the client. The integrated approach of automation, real-time data analytics, and strategic segmentation resulted in millions of dollars in incremental revenue. Customer engagement improved substantially, with personalized messaging leading to higher rates of acquisition, retention, and loyalty.
The project established an evergreen marketing framework that will continue to serve the client well into the future. Insights and best practices gained from this engagement are now embedded across the organization, providing a scalable foundation for future personalization efforts. The client now possesses the tools to continuously adapt to evolving customer preferences and market trends, positioning them for sustained growth and competitive advantage.
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