Background and challenge
ETMall (東森購物) was actively growing its new customers, but found that once large numbers of them became members, performance stalled: it could not identify precise audiences, and conversion rates fell. In a highly competitive ecommerce bidding environment, its earlier approach to ad optimisation could no longer sustain results.
Strategy
CloudAD used iKala CDP audience segmentation and its AI value prediction module, combined with segmented advertising, to upgrade the existing member communication strategy with data.
Creating value
- Step 1: using leading indicators calculated in real time in the CDP, audiences were segmented by engagement and intent to find the most valuable customers, narrowing the audience and strengthening ad communication.
- Step 2: weights were calculated from purchase and behaviour indicators and combined with several AI analysis modules and variables to predict customer value in real time, so ads reached the most suitable and precise audiences.
- Step 3: strategies for new and returning customers were set by customer type and value, raising ad relevance through product catalogue selection, bidding and optimisation goals.
Results
- New customer conversion rate up 19 times
- New customer average order value up 52%
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