With a need to drive higher ROAS across their advertising platforms, this global luxury beauty retail client was seeking improvement in their audience strategy and audience targeting.
The InfoTrust team built a propensity model to determine the varying degrees of likelihood of customers who have visited their website in the last 30 days and are likely to purchase, as well as other important data factors.
By applying the model, the client activated the audience segments and ran a test to compare the ROAS of the propensity audience compared to their standard site retargeting audience.
The client achieved a 1.75x increase in ROAS for their high propensity audience, rising to $12.89 compared to $7.36 for their standard site retargeting audience.
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