#Case-Study
Nestlé Creative Family — Integrating Online and Offline eCRM
One of the projects I’m most proud of from the OX2 years is the work we did for Nestlé Belgium on their Creative Family program — an eCRM initiative that truly bridged the gap between online and offline channels.
The project was presented by Diane Faynsztein, Market Intelligence Manager at Nestlé Belgium, and myself at a Marketing Day event. The core idea was straightforward: Nestlé wanted to build a direct relationship with families interested in their products, but they needed a system that connected what happened on the website with what happened in stores and through direct mail.
OX2-Panos IAB Best Efficiency Case + Audience Award Winner
[Image unavailable — original source offline: IAB logo]
This presentation was delivered by Thomas Dusart (Franchise & Marketing Director of Panos) and myself at the IAB NetCafé. The case is also cited in Avinash Kaushik’s book Web Analytics 2.0 (p.379) as an example of integrating online and offline measurement.
This thursday, I arrived from eMetrics at 8 am. I went to a have a little nap as I needed to prepare myself for 2 presentation. One that I was addressing at the CMS Congress and one at the IAB NetCafé as we had been winners (along with other 2 cases) of the Efficiency IAB Best Case of year 2006.