Antica Innoveria

Antica Innoveria is a Data-Driven Marketing Agency specializing in marketing automation. The agency needed:

• Unify data from different sources into a single data lake.
• Generate visual analytics and user segmentations.
• Provide insights to improve marketing activities and customer experience.
• Automate marketing activities with an integrated platform.

Dinova collaborated with Antica Innoveria to develop an analytics and marketing automation model based on Google Cloud Platform, which allowed them to:

• Centralize data from online and offline sources with Google BigQuery.
• Create dynamic segmentations using visual tools like Dataprep and Dataflow.
• Automate personalized marketing activities with SALESManago.
• Use interactive dashboards with Data Studio to enhance your data analysis.

To offer ever-improving services, Antica Innoveria needed to integrate a platform into its operations that would allow it to unify data from different sources, helping its clients make the most of online and offline data and improve their marketing activities.

L’esigenza, nello specifico, è nata quando l’azienda ha dovuto trovare una soluzione alle necessità di molti clienti del settore retail, come Giardineria, una catena di negozi dedicati al mondo del giardinaggio. La necessità era quella di unificare i dati provenienti dallo shop fisico e quelli provenienti dall’e-commerce. Dati online e offline erano dunque slegati e, inoltre non venivano utilizzati al meglio.

Partendo da questa necessità, Antica Innoveria ha costruito insieme a Dinova un modello di analisi che parte dall’unificazione di dati provenienti da fonti diverse per automatizzare successivamente le attività di marketing e fidelizzare i consumatori.

With Dinova's support, Antica Innoveria adopted a three-phase model based on Google Cloud Platform and SALESManago. The latter performs the automation execution function, while the Google Cloud Data Platform enabled the construction of the data lake and allowed for highly sophisticated processing.

The model devised by Antica Innoveria is composed of three phases:

• Ingestion
• Elaboration & Activation
• Automation

Google Cloud Platform gioca un ruolo fondamentale soprattutto nella prima fase, ovvero quella di raccolta e unificazione dei dati provenienti da fonti diverse. In particolare Google BigQuery, incluso nella Platform, consente di inglobare tutti i dati necessari all’analisi, inviarli verso i database del cliente e verso SALESManago, svolgendo il ruolo di punto centralizzato per il data lake.

Only once the data has been collected, the processing is carried out. In the second phase of the model, Dataprep and Dataflow make it possible, in a visual way, to perform classifications, that is, the segmentation of users. Some customers, for example, go to the store or the website very often, buying and spending little, while other customers buy occasionally but purchase a large quantity of products. In this phase, therefore, personalized messages are created, with the goal of increasing the purchase frequency or the return of visitors to the e-commerce site. Personalizing communication, taking into account these different customer segments, is essential and possible only thanks to an excellent data management and analysis platform.

The third phase is the automation of marketing activities (messages, promotions, discounts) towards the various segments to create brand fidelity, such as, for example, regular customers who spend consistently and for whom communication will be mainly focused on showing products in preview, or on encouraging them to leave a review after each purchase. In the case of customers who have not made a purchase for 6 months, an automatic message is sent inviting them to visit the store or the website to take advantage of discounts and promotions in order to improve retention.

These activities are facilitated and automated thanks to Data Studio, the tool that allows the creation of visual dashboards based on the qualitative classification needs of the collected data, and the integrated marketing automation platform that makes it possible to dynamically update all segmentations.

An advanced model for transforming data into business value

Thanks to the collaboration with Dinova and the use of Google Cloud Platform, Antica Innoveria has developed an innovative and scalable model capable of centralizing and unifying data from every touchpoint, generating dynamic user segmentations to personalize the customer experience, and automating marketing actions, improving retention and brand fidelity.

The model has enabled the company’s customers to make the most of online and offline data, optimizing marketing activities and increasing profitability. Dinova has proven to be a strategic partner thanks to its ability to integrate advanced solutions, transforming data complexity into concrete and measurable actions.