IIH Nordic
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Life Extension Europe
Life Care owns and operates the e-commerce platform Life Extension Europe, which sells vitamins, health products, and supplements to the entire European market. The market for supplements is growing 5-8% per year, but competition for customers is fierce. In 2018, Life Care realized that Life Extension Europe could retain its leading market position only if clear goals were set to grow more than the market. They were to grow by a double-digit percentage and the way to do so would require an approach to digital marketing and e-commerce, which were superior to competitors. Life Care had an untapped resource that they knew could bring them far greater value, namely customer data. Over the years, a lot of data was collected about customers in Life Extension Europe, but this data was not used systematically and strategically to develop the business. The challenge for Life Extension in terms of activating its customer data lay partly in the diversity of the business and partly in the then data architecture. Together with IIH Nordic, Life Care devised a vision to use data to understand the individual customer groups in detail and offer them the most relevant content in the way that customers preferred to make a purchase. The concrete path to this vision had the following 4 steps: 1. Designing the Use Case: Through workshops, Life Care and IIH Nordic defined the specific projects that would enable the vision to grow the market. 2. Collection of data: Data from various sources, including CRM and web, were collected, cleaned and structured in a so-called data cloud in Google Cloud. In this way, the project dealt with data silos and the barriers to insight and activation that the silos constitute. Now all data was collected and usable and it was possible to create a complete overview of customer behavior. 3. Data Modeling: Through a combination of cluster analytics and machine learning in Google BigQuery, customers were divided into 23 dynamic segments each with their own needs, characteristics, and purchasing patterns that were at the heart of how customers interacted with Life Care. Unlike normal customer analytics, the segments are not static but dynamic. They are constantly influenced by the users' specific interaction with the site, communication, and marketing. A custom changed behavior from a user will automatically cause a segment change. Life Care now had the foundation to create an automated and personalized customer journey. 4. Activating Data: In this step, IIH Nordic linked the data behind the 23 dynamic clusters with a Customer Data Experience Platform (CDXP) from Exponea. This platform acts as a bridge-builder between Google Cloud, where the data is collected and the individual customer. In this way, the individual user can best be automatically supported in relation to their individual customer journey and in this way, the marketing and customer relations become more intelligent and focused on value creation. DANSK Baggrund Life Care ejer og driver ehandelsplatformen Life Extension Europe, som sælger vitaminer, sundhedsprodukter og kosttilskud til hele det europæiske marked. Virksomheden omsatte i 2019 for over 100 mio. DKK. Slå markedet i vækst!: Markedet for kosttilskud er i vækst med 5-8% om året, men konkurrencen om kunderne er hård. I 2018 forstod Life Care, at Life Extension Europe kun kunne beholde sin ledende markedsposition, hvis der blev sat klare mål om at vokse mere end markedet. De skulle vækste med en tocifret procentsats og vejen dertil ville kræve en tilgang til digital marketing og e-commerce, som var konkurrenterne overlegen. Masser af data – men ingen aktivering og værdiskabelse: Life Care havde en uudnyttet resurse, som de vidste kunne bringe dem langt større værdi, nemlig kundedata. Gennem årene var der opsamlet rigtig meget data om kunderne i Life Extension Europe, men denne data blev ikke anvendt systematisk og strategisk til at udvikle forretningen. Udfordringen for Life Extension i forhold til at aktivere sine kundedata, lå til dels i forretningens diversitet og dels i den daværende dataarkitektur. Life Extension Europe har over 500 produkter med uendelige kombinationsmuligheder. De er til stede i et stort antal europæiske lande med hver sit sprog og lovgivning, og de har en kundegruppe som spænder bredt fra privatkunder til wholesale. Data blev genereret og opbevaret i adskillige siloer Magenta, Google Analytics, Facebook etc. Data i siloer og uklar kunderejse: Det var ikke muligt at danne sig et fuldt overblik på tværs af datakilder og det var slet ikke muligt at aktivere den altså at bruge den til at målrette det rigtige indhold, til den rigtige kunde, på det rigtige tidspunkt for at forøge sandsynlighed for salg. Forståelsen af kunderne og deres præferencer, samt den samlede kunderejse var dermed meget begrænset, og det betød at kunderne i høj grad blev mødt af generisk og måske endda irrelevant indhold. Life Care havde en overbevisning om at en større og mere intelligent udnyttelse af kundedata, kunne bringe Life Extension Europe forrest i konkurrencen om kunderne og bidrage til en mere fremtidssikret og værdifuld forretningsmodel. Løsning Sammen med IIH Nordic udformede Life Care en vision om at bruge data til i detaljer at forstå de enkelte kundegrupper og tilbyde dem det meste relevante indhold på den måde, som kunderne foretrak det for at gennemføre et køb. Den konkrete vej til denne vision havde følgende 4 steps: 1: Udformning af Use Case. Gennem workshops definerede Life Care og IIH Nordic, de konkrete projekter, som skulle muliggøre visionen om at slå markedet i vækst. 2: Samling af data: Data fra forskellige kilder, herunder CRM og web, blev samlet, rengjort og struktureret i en såkaldt datalake i Google Cloud. På den måde gjorde projektet op med datasiloer og de barrierer for indsigt og aktivering, som siloerne udgør. Nu var al data samlet og brugbar og det var muligt at skabe fuldt overblik over kundernes adfærd. 3: Modellering af data: Gennem en kombination af clusteranalyser og machine learning i Google BigQuery blev kunderne inddelt i 23 dynamiske segmenter hver med deres egne behov, kendetegn og købsmønstre, som udgjorde kernen i den måde, kunderne interagerede med Life Care. I modsætning til normale kundeanalyser er segmenterne ikke statiske, men dynamiske. De påvirkes løbende i forhold til brugerne konkrete interaktion med sitet, kommunikationen og markedsføringen. En tilpas ændret adfærd fra en bruger vil automatisk medføre et skift i segment. Life Care havde nu fundamentet til at skabe en automatiseret og personaliseret kunderejse. 4: Aktivering af data: I dette step forbandt IIH Nordic dataen bag de 23 dynamiske clusters med en Customer Data Experience Platform (CDXP) fra Exponea. Denne platform fungerer som brobygger mellem Google Cloud, hvor dataen er samlet og den enkelte kunde. På den måde kan den enkelte bruger bedst muligt automatisk understøttes i forhold til deres individuelle kunderejse og på den måde bliver markedsføringen og kunderelationerne mere intelligent og fokuseret på værdiskabelse. Resultat Resultaterne udeblev ikke. Allerede i de første 12 måneder har projektet leveret et fantastisk afkast: • En stigning i omsætningen med 20% • En stigning i konverteringsraten med 40% • En total konverteringsrate på hele 8,5% • En stigning i transaktioner med 62% Målt på omsætning har Google Cloud-projektet tjent sig ind hele 20 gange i løbet af de første 12 måneder. Google Cloud for Marketing skabte en reel digital transformation og fremtidssikring af Life Extension Europe: Set i den lidt større sammenhæng, understøttede Google Cloud for Marketing-projektet ikke blot væksten, men var et vigtigt element i en større digital transformation af Life Care forretningsmæssigt og organisatorisk. Flere digitale kompetencer er trukket in-house således at driftsorganisationen i højere grad er bygget op omkring udnyttelse af data og teknologi. Denne transformation muliggjorde også en ny forretningsmodel for Life Extension Europe, som nu ikke længere blot var en traditionel resellerplatform, men en datadrevet full-service salgs- og marketingplatform for leverandører, som ønsker at introducere deres sundheds- og kosttilskudsprodukter på det europæiske marked. Denne forretningsmodel blev gjort skalerbar af IIH Nordic gennem kombinationen af Exponea og de dynamiske clusters i BigQuery, som tilfører platformens services et ekstra niveau af intelligens og prediction, som ligger langt over markedets standard, og hvor en stor del af markedsføring og services er fuldt automatiserede. Heidi Teschemacher, CCO, Life Care: ”Med udnyttelse af data er vi i dag ikke bare en god og fremitdssikret forretning, vi i stand til levere kundecentrisk kommunikation og markedsføring på et niveau, som vi kun havde drømt om inden. Det har skabt de forretningsmæssige resultater, som gør den endelig forskel og som vi bygger videre på nu – og vi er kun lige startet ” (English translation + Google translate) Background Life Care owns and operates the e-commerce platform Life Extension Europe, which sells vitamins, health products and supplements to the entire European market. The company had sales in 2019 for over DKK 100 million. DKK. Grow the market !: The market for supplements is growing 5-8% per year, but competition for customers is fierce. In 2018, Life Care realized that Life Extension Europe could retain its leading market position only if clear goals were set to grow more than the market. They were to grow by a double-digit percentage and the way to do so would require an approach to digital marketing and e-commerce, which were superior to competitors. Lots of data - but no activation and value creation: Life Care had an untapped resource that they knew could bring them far greater value, namely customer data. Over the years, a lot of data was collected about customers in Life Extension Europe, but this data was not used systematically and strategically to develop the business. The challenge for Life Extension in terms of activating its customer data lay partly in the diversity of the business and partly in the then data architecture. Life Extension Europe has over 500 products with endless combinations. They are present in a large number of European countries, each with their own language and legislation, and have a customer group that ranges widely from private customers to wholesale. Data was generated and stored in several silos Magenta, Google Analytics, Facebook etc. Data in silos and unclear customer journey: It was not possible to form a full overview across data sources and it was not possible at all to use it to target the right content, to the right customer, at the right time to increase the likelihood of sales. The understanding of the customers and their preferences, as well as the overall customer journey, was thus very limited, which meant that the customers were largely met by generic and perhaps even irrelevant content. Life Care was convinced that greater and more intelligent use of customer data could lead Life Extension Europe to the forefront of the competition for customers and contribute to a more future-proof and valuable business model. Solution Together with IIH Nordic, Life Care devised a vision to use data to understand the individual customer groups in detail and offer them most relevant content in the way that customers preferred to make a purchase. The concrete path to this vision had the following 4 steps: 1: Designing the Use Case. Through workshops, Life Care and IIH Nordic defined the specific projects that would enable the vision to grow the market. 2: Collection of data: Data from various sources, including CRM and web, were collected, cleaned and structured in a so-called data cloud in Google Cloud. In this way, the project dealt with data silos and the barriers to insight and activation that the silos constitute. Now all data was collected and usable and it was possible to create a complete overview of customer behavior. 3: Data Modeling: Through a combination of cluster analytics and machine learning in Google BigQuery, customers were divided into 23 dynamic segments each with their own needs, characteristics, and purchasing patterns that were at the heart of how customers interacted with Life Care. Unlike normal customer analytics, the segments are not static but dynamic. They are constantly influenced by the users' specific interaction with the site, the communication and the marketing. A custom changed behavior from a user will automatically cause a segment change. Life Care now had the foundation to create an automated and personalized customer journey. 4: Activating Data: In this step, IIH Nordic linked the data behind the 23 dynamic clusters with a Customer Data Experience Platform (CDXP) from Exponea. This platform acts as a bridge builder between Google Cloud, where the data is collected and the individual customer. In this way, the individual user can best be automatically supported in relation to their individual customer journey and in this way the marketing and customer relations become more intelligent and focused on value creation. Result The results did not fail. Already in the first 12 months, the project has delivered a fantastic return: • Increase in revenue by 20% • Increase in conversion rate by 40% • Total conversion rate as a whole 8.5% • Increase in transactions by 62% Measured in revenue the Google Cloud project has earned 20 times over the first 12 months. Google Cloud for Marketing created a real digital transformation and future-proofing of Life Extension Europe: In the slightly larger context, the Google Cloud for Marketing project not only supported growth but was an important element of a major digital transformation of Life Care business and organizational . Several digital competencies have been drawn in-house so that the operating organization is to a greater extent built on the utilization of data and technology. This transformation also enabled a new business model for Life Extension Europe, now no longer merely a traditional reseller platform, but a data-driven full-service sales and marketing platform for suppliers looking to introduce their health and dietary supplement products into the European market. This business model was made scalable by IIH Nordic through the combination of Exponea and the dynamic clusters of BigQuery, which provide the platform's services with an extra level of intelligence and prediction that is far above market standards and where a large part of marketing and services are fully automated. . Heidi Teschemacher, CCO, Life Care: “Today, with data utilization, we are not just a good and forward-looking business, we are able to deliver customer-centric communication and marketing at a level we only dreamed of before. It has created the business results that make the final difference and which we are building on now - and we are just getting started ”