Objective

A leading contemporary womenswear brand carried by major retailers such as Nordstrom, Neiman Marcus, and Saks Fifth Avenue was largely restricted to brick and mortar store sales and had limited data on existing customers.

Cambridge Analytica was retained to execute an efficient and cost-effective e-commerce campaign with the intent of identifying those consumers with the highest propensity to buy, then activating them through the use of sophisticated predictive analytics techniques and uniquely tailored messaging.

Solution

Pairing Cambridge Analytica’s extensive collection of consumer data with the client’s limited data on current customers, several audiences of likely new customers were created via an ensemble of predictive analytics techniques.

Progressively, the model was adapted to increasingly emphasize new customers coming in from the actual target population.

The advanced modeling identified key potential customer segments, each having a unique behavioral complexion. Teams of behavioral science experts examined the characteristics of each segment and constructed a behavioral persona. This was combined with insights gleaned from research to coordinate the generation of highly specialized creative that not only fit the client’s brand, but also scientifically resonated with each of the newly developed segments.

Combinations of customized language, layouts and graphics were then strategically tested using Facebook, Instagram, Google Search Ads, Google Product Listing Ads, and dynamic remarketing to allow the most effective messaging to surface.

Result

Cambridge Analytica provided an overall Return On Advertising Spend (ROAS) of 2.29, with the best monthly ROAS reaching nearly 3.00, to a clothing company formerly reliant on sales from brick and mortar stores and without knowledge of who their audience was.