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Pizza Hut Delivery Indonesia Goes Beyond The Pixel With Mediacom & Xaxis

These clicks and mortar insights are now being used to inform the company’s entire programmatic strategy

Image by Wikimedia Commons

Pizza Hut Delivery Indonesia has bridged the gap between its offline and online consumer data with Xaxis Beyond, Xaxis’ new solution for gaining a 360-degree view of customer engagement. Xaxis Beyond provided audience analysis based entirely on the real-world behavior of Pizza Hut Delivery Indonesia’s in-store and online customers.

Pizza Hut Delivery Indonesia has partnered with global media network, MediaCom, and Xaxis, the Outcome Media Company and GroupM’s advanced programmatic arm, to bridge the gap between its online and offline consumer data. Using Beyond, Xaxis’ pioneering solution for joining real-world on and offline data, MediaCom enabled Pizza Hut to engage in more advanced programmatic activity for future campaigns.

Rising to the challenge

Competing in the oversaturated ‘quick service restaurant’ (QSR) landscape, Pizza Hut Delivery Indonesia wanted to ensure that its marketing efforts reached only the most relevant audience with the most relevant creatives to drive outcomes. For this, it looked to start running more programmatic campaigns, however, its on and offline customer data sat in silos with no way to connect them together, giving it no visibility into the overlap and differences between its in-store and digital customers.

With the help of Beyond, MediaCom unearthed a wealth of actionable audience insights from a single programmatic campaign that has enabled it to quickly evolve its programmatic strategy, including key insights for competitor conquesting and dynamic creative messaging.

Alfitrahmat Saputro, brand digital manager, Pizza Hut Delivery said: “Unlike traditional panel-based market research, Beyond provided us with an audience analysis based entirely on the real-world behavior of our actual customers on both our website and physical stores. The insights and segments we have been given can supercharge future campaigns we run with Xaxis.”

Yunnita Avreda, country head for Xaxis Indonesia, said: “We were excited to work with a client so open to trying new innovations. With customers who can interact with the brand online, through their delivery website, or in-store, through pick-up and take-out, Pizza Hut Delivery Indonesia was a perfect fit for Beyond and it’s capability to bridge online and offline consumer data.”

Bridging the data gap
Pizza Hut Delivery Indonesia opted to layer Xaxis’ Beyond Attribution solution onto an existing programmatic campaign through MediaCom and Xaxis. This arrangement augmented the brand’s Display campaign with footfall attribution to 11 Pizza Hut Delivery stores across Indonesia.

With the existing technology, the brand had the ability to derive offline footfall data from their stores and online consumer behavior captured with GroupM’s audience insights tool [m]Insights. However, even with this capability, these data sets still sat in separate silos.

Avreda added: “Many brands are able to capture data through different marketing efforts, but Beyond enables our agencies and their clients to piece these findings together to develop a holistic view of the brand’s audience that can contribute to driving outcomes more effectively.”

Discovering powerful insights with Beyond
Once the campaign concluded, the brand used the data analytics expertise of the Xaxis and GroupM Services teams to consolidate, map, and analyse the data captured. In the span of one campaign, Pizza Hut Delivery Indonesia evolved their nascent experience with programmatic campaigns to being fully equipped for a whole host of advance programmatic strategies. For example:

  • With the many frequented location segments, browser-behavior based interest segments, and movement-based interest segments provided, the brand can now enhance its audience targeting strategy to be more precise and performance-driving
  • With a clearer view of its store and website visitors, Pizza Hut Delivery Indonesia can now re-engage customers through retargeting campaigns
  • The competitor analysis provided allows it to run competitor conquesting campaigns, targeting the audiences likely to frequent its competitors and diverting them to Pizza Hut Delivery.
  • Visibility into the audience personas seen most in-store and online allows it to engage in dynamic creative messaging, using tailored creatives to drive personas to the channels where they are most likely to convert

Saputro said: “The outcomes of Beyond proved to be momentous, and we are certain that marketers all over Asia Pacific will find this case a reflection of the importance of understanding  the technology, bridging siloed consumer data, and maximising the audience targeting capabilities that this data can provide us.”

Xaxis Beyond will be made available across the APAC region, including Australia, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, Taiwan, and Thailand.

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Priority Consultants is a regional communications and digital firm with a focus on business to business technology and professional services. Founded and headquartered in Singapore since 1985, the territory covered by Priority Consultants embraces the world’s fastest-growing economies in 11 cities across Southeast Asia and India.

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