Smarter use of first-party data helps British Gas
reinvest 10% of media budget with Safe Haven
Improving creative relevance and improving targeting of customer acquisition campaigns.
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10%%
Budget Reinvested to Target Customers with New Additional Products
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33%
Uplift in Conversion Rates
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10x
Increase on Previous Identity Partner Savings

Working with LiveRamp has enabled British Gas to unlock a huge amount of utility from our first party data.
Our improved match rates into key platforms and by using a third party, independent and privacy first platform in SafeHaven, we have been able to identify existing customers who are needlessly receiving ads from us, remove them and drive the significant efficiency being made back into our targeted audience investments.
We are currently at the beginner stage of maturity, so the scope for growth and the trajectory is huge. With the right strategies in place, we are optimistic that if we continue our work with LiveRamp, we can do much more by the end of the year. We have been impressed by the speed to value that we have been able to deliver working in partnership with LiveRamp and our agency partner. This really is the work of next generation data partnerships.
Head of Performance Marketing, British Gas
Results
- LiveRamp has allowed British Gas to reinvest 10% of digital media budget to British Gas’ people-based marketing campaigns through its privacy-first data collaboration platform Safe Haven.
- This is a x10 improvement on British Gas’s previous identity partner
- LiveRamp’s solution unlocked unique and actionable data insights, and ultimately helped the UK’s leading energy provider achieve a 33% uplift in conversion rates and a 10x increase on its previous identity partner savings.
- In partnership since mid-2021, LiveRamp’s Safe Haven enabled British Gas to determine the value of each individual customer and suppress those receiving not applicable advertising.
- British Gas consequently removed 5m customers as recipients of its marketing campaigns, significantly reducing wastage. British Gas created tailored messaging based on existing customers’ current products, with the aim of increasing multiple product uptake, by utilising first-party data across its four core products (Energy, Home Care, Boiler Installation and Hive).