Scaling DCO for Zalando. Optimizing DV360 Campaigns based on Offline Conversions

Goals

Based in the Netherlands, Eurail gives travellers worldwide the opportunity to experience flexible, borderless rail travel across Europe through 33+ countries. Eurail partnered with Incubeta to accelerate their digital maturity journey – delivering customer centric digital marketing that considered the role and union of media, creative and technology. Worldclass measurement and ad tech sat at the core of the process, leveraging Incubeta’s GMP reseller status to facilitate ownership of SA360, GA360, DV360, Campaign Manager and Optimise 360. Covid-19 accelerated Eurail’s objectives to inhouse digital operations with Incubeta introducing a training program to gradually transition the responsibilities of digital execution away from the Incubeta team to the internal team at Eurail. The process concluded at the end of 2020, with Eurail gaining contractual ownership of the ad technology platforms and associated consented data.

  • Increase Digital Knowledge for Eurail Team
  • Deliver Customer Centric Marketing
  • Increase the return on Gross Ad Spend

Strategy

  • Selecting GMP as a consolidated solution for planning, buying, measurement and effective cost- & resource-saving execution
  • Conducted appropriate training for Eurail to prepare for  in-housing
  • Enabled an environment that optimized the supply chain to deliver optimal paid media strategies

Results

  • 40% increase in campaign turnaround times
  • +50% increase in gross ROAS
  • A more audience led always-on minded approach

“Working with DQ&A has helped Eurail to achieve our goal of bringing media buying operations in house. Incubeta supported us with all aspects of the process, including training and quality assurance. With DQ&A’s support, we hit all the objectives that we set ourselves for bringing media buying in-house.”

Daan Kok - Global Online Traffic Manager, Eurail.
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