Ecommerce

The majority of PetSmart’s revenue came from existing customers and in-store purchases, which drove highly efficient return on ad spend. However, across different Business Units and co-op programs, multiple campaigns were competing to reach the same first-party audiences. We leveraged granular first party data segments to target past purchasers and build lookalikes, segmenting by pet type and consumer need state, set up programmatic targeting to match most relevant offer to each impression, and finally, separated all prospecting and retargeting efforts. Through this we increased new customer revenue by over 20% while maintaining ROAS targets.

Because the U.S. Open Championship moves to a new location each year, it has become challenging to educate and engage within the local community about the championship and sell tickets to first-time attendees. We created an integrated campaign driving ticket sales as soon as they were available. This consisted of activating known audiences, making it THE bucket list item of the holidays, and then capitalizing on urgency as the event drew near.  This sequencing drove 65% of ticket sales online vs. typical 45% and ultimately delivered 2x our initial online sales goal.

Guitar Center came to Mediasmith with the challenge to increase website traffic, and eCommerce revenue.  Over the next 24 months, we increased the client’s social media presence from one platform to four allowing them find new audiences at each level of the buying phase. Once the baseline campaign was implemented, we began the testing phase, including adding new customer lists and dynamic retargeting.  We also implemented pixel code and offline conversions testing, and creative testing, including augmented reality ads. These efforts reduced CPC by over 40% and increased ROI by almost the same amount.