What if data could spark revenue growth?

Challenge: Zippo struggled with fragmented data across offices and channels, hindering unified marketing insights.

Solution: Domo gives Zippo a single source of real-time data it can use to optimize campaigns and align teams.

Impact: With Domo, Zippo increased attributed revenue by 12%, improved cart flow revenue by 32%, and saved $250,000 in annual shipping costs.

ZIPPO IGNITES ITS MARKETING TO DRIVE REVENUE GROWTH WITH DOMO

While Zippo Manufacturing is globally known for its iconic lighter, the company and its subsidiaries market hundreds of products ranging from outdoor gear and cutlery to rechargeable hand warmers and high-end candles. To engage its customers around the world, Zippo relies on Domo to power its marketing efforts.

“I’ve been managing brands for over 25 years, and with Domo we’re able to get answers and have conversations I’ve wanted to have that entire time,” said John Sicher, Executive Vice President of Marketing and Innovation at Zippo. “We never lacked data; we lacked a way of pulling all that data together, and that’s where Domo comes in.”

Working as one

Before Domo, Zippo struggled to gather data from across the company, and its multiple marketing channels. “We had disparate data sources in different pockets of the company, with different views of the same data and how to get to it. There wasn’t a single source of truth for company data,” said Brent Tyler, Vice President of Global Marketing at Zippo. “With Domo, we’ve unified around one set of data to essentially sing off the same data song sheet.”

Thanks to Domo, Zippo’s marketing team now has a central repository of accurate, near real-time data it can use to optimize campaigns and measure impact. “Domo helps us harmonize our efforts with colleagues in Europe and Asia because we’re all looking at the same data. The visualizations are impactful and easy to share with the team, so you can see at a glance how you’re performing against key metrics,” Tyler said.

“Because we have all our paid media, global social media, and owned media connected, we’ve seen our attributed revenue increase 12% year over year,” said Paul James, Marketing Analytics Manager at Zippo.

The marketing team uses Domo to adapt and pivot its marketing strategies based on consumer actions. “We used Domo to identify cart abandonment issues we were seeing through our customer journey flows. We used Domo to create new flows to combat it, and are now up 32% on flow revenue for the year,” said Jenna Buhite, Digital Marketing Strategist at Zippo.

“With the insights we get in Domo, we can move money to the channels where we see our campaigns are working best,” said Emily Do, Global Social Media Manager at Zippo. “It also helps us plan what type of content we should build for the future.”

Increasing insight

Using Domo, Zippo has unparalleled insights into how consumer behavior across social media, email, SMS, paid advertising, and other marketing campaigns translates into revenue. Before Domo, the company and its marketing agencies focused on awareness metrics that showed how many people were exposed to the brand at the top of the marketing funnel, with no way of understanding the bottom line impact.

“We are more focused on conversion marketing now, and Domo really helped us make that a success. We’re getting data from Domo that is actionable,” said Sicher. “It was very gratifying to show the board of directors that the return from just the first four projects dwarfed the investment we made in Domo.”

Enabling access with consumption-based pricing

With consumption-based pricing, Zippo is able to encourage more people across the organization to use Domo.

“Everyone who has seen what we have done in Domo has wanted it in their department,” said James. “One of the great things about consumption is that it allows for unlimited users. We’ve been able to add users from finance and sales, and in just a few short weeks they were already building cards and making decisions based on Domo. We’ve made impactful cost savings and revenue-generating actions beyond marketing and throughout the organization because of consumption.”

For example, Zippo was able to analyze its U.S. e-commerce shipping cost invoices, saving the company $250k annually. Meanwhile, the sales team can now see where its products are selling out quickly across the thousands of stores its products are in, and then alleviate any bottlenecks at the store or SKU level.

“We created ETLs to automatically tell us which stores are low on inventory or will be low within the next few weeks. We can then take that information to our buyers and say, ‘You are missing out on revenue and you’re not ordering quickly enough.’ Not only are we ensuring that their inventory is at the proper level, but we’re also seeing an increase in reorders impacting our bottom line,” James said.