{"id":2305,"date":"2025-02-19T13:19:13","date_gmt":"2025-02-19T13:19:13","guid":{"rendered":"https:\/\/icom.imagemakers-inc.com\/?post_type=casestudy&#038;p=2305"},"modified":"2025-07-03T04:43:16","modified_gmt":"2025-07-03T09:43:16","slug":"tops-friendly-markets","status":"publish","type":"casestudy","link":"https:\/\/icomagencies.com\/work\/tops-friendly-markets\/","title":{"rendered":"Tops First-Party Data"},"content":{"rendered":"    <div class=\"section-wrap casestudy-hero position-relative casestudy-hero-block color-definer dark-color\"  >\r\n        <img decoding=\"async\"\r\n                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-banner.jpg\"\r\n                alt=\"case study banner\"\r\n                class='position-absolute w-100 case-study-banner'\r\n        \/>\r\n        <div class=\"center-container\">\r\n            <div class='case-study-banner-row position-relative'>\r\n                <div class='case-study-column'>\r\n                    <div class=\"breadcrumbs\">\r\n                        <a class=\"breadcrumbs-link\" href=\"\/\">\r\n                         Home\r\n                        <\/a>\/<a class=\"breadcrumbs-link\" href=\"\/work\">\r\n                         Case Studies\r\n                        <\/a>\r\n                    <\/div>\r\n                    <h1 class='case-study-banner-title'>\r\n                        Tops First-Party Data                    <\/h1>\r\n                    <div class='case-study-location-col'>\r\n                        <div class=\"position-relative\">\r\n                            <!-- <img decoding=\"async\" class=\"map-location\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/location_icon.svg\"\r\n                            alt=\"Map location\"\/> -->\r\n<!--                            <img-->\r\n<!--                                src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/case-study-location.png\"-->\r\n<!--                                alt=\"case study banner\"-->\r\n<!--                                class='case-study-location-img'-->\r\n<!--                            \/>-->\r\n                            \r\n                            <style>\r\n                                .map-container {\r\n                                    position: relative;\r\n                                    width: 100%;\r\n                                    max-width: 160px;\r\n                                    height: auto;\r\n                                }\r\n                                .map-container img.map {\r\n                                    width: 100%;\r\n                                    height: auto;\r\n                                    display: block;\r\n                                }\r\n                                .map-container .marker {\r\n                                    position: absolute;\r\n                                    height: 30px;\r\n                                    transform: translate(-50%, -90%);\r\n                                }\r\n                                @media (max-width: 600px) {\r\n                                    .map-container .marker {\r\n                                        height: 20px;\r\n                                    }\r\n                                }\r\n                            <\/style>\r\n\r\n                            <div class=\"map-container\">\r\n                                <!-- Map Image -->\r\n                                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/Map_White.png\" alt=\"Map\" class=\"map case-study-location-img\">\r\n\r\n                                <!-- Markers -->\r\n                                                                    <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/map\/pin.png\"\r\n                                         alt=\"Pin\"\r\n                                         class=\"marker \"\r\n                                         style=\"left: 27.02%; top: 21.88%;\">\r\n                                                            <\/div>\r\n                        <\/div>\r\n                        <div class='case-study-location-box'>\r\n                            \r\n                                <a href=\"https:\/\/icomagencies.com\/agency\/farm\/\" class='case-study-location'>\r\n                                    <p class='case-study-location-name'>\r\n                                        FARM                                        <span>Buffalo, United States of America<\/span>\r\n                                    <\/p>\r\n                                <\/a>\r\n                            \r\n                        <\/div>\r\n                    <\/div>\r\n\r\n                                                <div class='case-study-btn-wrapper'>\r\n                            <a href=\"\/work\/advertising-case-studies\"><button class=\"custom-button\">Advertising<\/button><\/a><a href=\"\/work\/creative-case-studies\"><button class=\"custom-button\">Creative<\/button><\/a><a href=\"\/work\/data-analytics-case-studies\"><button class=\"custom-button\">Data Analytics<\/button><\/a><a href=\"\/work\/digital-marketing-case-studies\"><button class=\"custom-button\">Digital Marketing<\/button><\/a><a href=\"\/work\/social-media-case-studies\"><button class=\"custom-button\">Social Media<\/button><\/a><a href=\"\/work\/video-production-case-studies\" class=\"hidden-term\"><button class=\"custom-button\">Video Production<\/button><\/a><button class=\"custom-button show-more\">&#8230;<\/button>\r\n                        <script>\r\n                            document.addEventListener('DOMContentLoaded', function () {\r\n                                const showMoreButton = document.querySelector('.show-more');\r\n                                const hiddenTerms = document.querySelectorAll('.hidden-term');\r\n\r\n                                if (showMoreButton) {\r\n\r\n                                    showMoreButton.addEventListener('click', function () {\r\n                                        hiddenTerms.forEach(term => term.classList.toggle('hidden-term'));\r\n                                       \/\/ showMoreButton.textContent = showMoreButton.textContent === '...' ? 'Show Less' : '...';\r\n                                        showMoreButton.classList.toggle('hidden-term');\r\n                                    });\r\n                                }\r\n                            });\r\n                        <\/script>\r\n\r\n\r\n                    <\/div>\r\n                    \r\n                                    <p className='casestudy-banner-pera'>\r\n                        See how we turned our client\u2019s own data into new business opportunities.<br><\/p>\r\n                    \r\n\r\n                <\/div>\r\n            <\/div>\r\n        <\/div>\r\n        <a href=\"javascript:;\" id=\"work-scroll-link\" class=\"scroll-btn-wrapper work-scroll-btn-wrapper\">\r\n            <div class=\"scroll-text\">SCROLL<\/div>\r\n            <span class=\"scroll-btn\">\r\n                <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/down-arrow-round.svg\" alt=\"bottom arrow scroll icon\" \/>\r\n            <\/span>\r\n        <\/a>\r\n    <\/div>\r\n    \n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong>Client <\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>Tops Friendly Markets Buffalo, NY<\/strong><br><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong><strong>The Backstory<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\">If you\u2019ve ever heard the phrase, \u201cThe death of the cookie is coming,\u201d fear not\u2014your small, flat, baked treats are safe! However, this phrase has been top of mind in the digital marketing world for a number of years and is still hanging around in 2023. Think of Hansel and Gretel when trying to understand what a digital cookie is. It\u2019s the breadcrumb left behind in your browser showing where you\u2019ve been and the types of things you\u2019ve done online.<br>\u00a0<br>Digital marketers have been actively planning for a world where cookies aren\u2019t dominating the digital landscape and perhaps are even muerto. While the cookie has yet to be put out to pasture, we at FARM lean into our clients\u2019 owned data\u2014your data\u2014as much as possible. Third-party data, generated by cookies or otherwise, will always be relevant, but guiding clients on how to use the information they already have is an area of importance we emphasize and specialize in.<br>\u00a0<br>Tops is a grocery brand we have supported for a decade with graphic design, video production, audio production, media buying, and many other marketing services. Tops is well known in the areas it serves but still needs to ensure its advertising messaging reaches its most loyal customers along with those who shop less frequently, or not at all. Given the broad appeal of grocery stores, reducing the scale of messaging to those most likely to purchase is an ongoing task. In the ever-elusive land of unlimited budgets, we would just throw more money at the problem and achieve scale that way. We don\u2019t live in that land, so we dove into their first-party (owned) data to deliver efficient audience engagement to their least frequent shoppers.\u00a0<\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong>The Approach<\/strong><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>For Tops, one of their strongest data plays is the purchase data of their loyalty card members. We segmented this data into several buckets, and focused on what we dubbed \u201csecondary shoppers\u201d\u2014those who shop but with far less frequency than those in the \u201cprimary shopper\u201d bucket.<br>\u00a0<br>Secondary, or even tertiary, shoppers represent an opportunity for growth. They\u2019re already making purchases each week; why not compel them to shop Tops? If we can get one more trip a month out of these shoppers, it\u2019s a huge revenue win.<br>\u00a0<br>The first step in leveraging your data is to convert the information into digital IDs. We take user privacy very seriously and would never jeopardize the relationship you, or our clients, have with their customers. Once the Tops file of CRM data was ready for deployment, a third-party vendor from our tech stack matched records to digital IDs and delivered customized audience segments that campaigns could be targeted to. Yet having data doesn\u2019t mean you\u2019re guaranteed to leverage it fully, or effectively. We\u2019ve done the hard work to do just that, having built relationships to grow the capabilities in our tech stack.<br>\u00a0<br>Like any good data analysts, we ran our first campaigns against control groups to measure the effectiveness. These control groups were based on known behavioral profiles we\u2019ve used many times before, such as A25+, couponer, and grocery shoppers. We can\u2019t have the creative team stealing all the thunder and saying it was the super cute kitten in the ads that created the engagement!\u00a0Not only did we test the custom audiences against control groups with similar behaviors, but we did so across social and programmatic tactics to give a robust data pool.<\/strong><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"section-wrap heading-two-column-section color-definer light-color\"><div class=\"center-container\"><div class=\"two-column-row dFlex justifyContentBetween  single-column-row\"><div class=\"two-column-heading-wrapper\"><h3 class=\"two-column-heading\"><strong><strong><strong><strong><strong><strong>Results<\/strong><\/strong><\/strong><\/strong><\/strong><\/strong><\/h3><\/div><div class=\"two-column-wrapper-row dFlex\"><div class=\"two-column-card\"><p class=\"two-column-content\"><strong>Metrics for the custom audiences were, on average, 70% better\u00a0than for the control groups when comparing click-through rate (CTR), time on site (TOS), bounce rate, and page\u00a0consumption.<br>\u00a0<br>When we target known brand shoppers with targeted messaging, they respond in greater numbers than if we target people based on the assumption that they will shop your brand if they are aware you exist.<br>\u00a0<br>Looking at the custom audiences across social media, users were 75% more likely to like, comment, or share the content. Those same audiences, across the web, were \u200b50% more likely to click on an ad.\u200b<br>\u00a0<br>We help you use your data in the most efficient way to reach customers, drive web actions, measure activity, and report results. That\u2019s how that cookie crumbles.\u200b<\/strong><\/p><\/div><div class=\"two-column-card\"><p class=\"two-column-content\"><\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n<div class=\"work-video-wrap\" data-url=\"https:\/\/vimeo.com\/1020633783\/52ff00c159\" onclick=\"openEmbedVideo(this)\">\r\n                    <div id=\"video-container\" style=\"position: relative; width: 100%; height: 100%; cursor: pointer;display:flex\">\r\n                        <img decoding=\"async\" id=\"video-thumbnail\" \r\n                            src=\"https:\/\/i.vimeocdn.com\/video\/1939234574-c929b234455b421b885336a9d3cba2c460ecb3c277a5125607a84d78b2b2067b-d_1200x800?region=us\" \r\n                            alt=\"Video Thumbnail\" \r\n                            style=\"width: 100%; height: 100%; object-fit: cover;\">\r\n                        <img decoding=\"async\" src=\"https:\/\/icomagencies.com\/wp-content\/themes\/icom-wp-theme\/assets\/images\/yt-play-icon.svg\" alt=\"play-button\" class=\"play-button-yt\" \/>\r\n                    <\/div>\r\n                <\/div>\n\n\n<p><\/p>\n","protected":false},"featured_media":2476,"template":"","agency_industry":[176,179,180,182,184,186,188,189,191,195,196],"agency_capability":[205,208,216,202,207,213],"class_list":["post-2305","casestudy","type-casestudy","status-publish","has-post-thumbnail","hentry","agency_industry-adult-beverages","agency_industry-automotive","agency_industry-banking-and-financial-services","agency_industry-consumer-packaged-goods","agency_industry-energy-utilities","agency_industry-food-beverage","agency_industry-insurance","agency_industry-manufacturing-industrial-goods-services","agency_industry-nonprofits-government","agency_industry-retail","agency_industry-technology","agency_capability-advertising","agency_capability-creative","agency_capability-data-analytics","agency_capability-digital-marketing","agency_capability-social-media","agency_capability-video-production"],"acf":{"agency":[771],"icom_collaboration":"","logo_display":"white"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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