INFINITY AWARDS SUBMISSION

OvativeGroupCaseStudy

Objective

  • Evolve the digital media program from a focus on ecommerce revenue to a focus on enterprise revenue (online + offline sales) and customer acquisition.

Solution

  • Tied Kenshoo Infinity Tag tracking to Ovative’s proprietary customer data environment which connects online and offline customer, transaction and marketing data.
  • Ingested offline sales and new customers that were driven by SEM, PLA’s and paid social into Kenshoo via the Kenshoo Parser tool.
  • Developed custom metrics (combination of online and offline sales) that could be utilized by Kenshoo KPO algorithms to optimize against enterprise revenue and ROAS.

Results

  • Deep insights into keywords and audience targets that drive offline sales and customer acquisition.
  • Shifts and increases in investments toward non brand SEM keywords, product targets and audience segments that over index towards offline sales and high LTV customers acquired.
  • Increased enterprise revenue on higher enterprise ROAS.