en

SUCCESS STORY

Customer reactivation solution for Art.com

Numberly Leverages AppNexus using Reactivator®

The Challenge

CRM data is one of marketers’ most powerful assets. Its true value though can only be realized when it is activated in the right way, maximizing its potential by reaching the right people, at the right time, in the vital moment of intent.

Allposters.com (Art.com Inc.) wanted to re-engage lapsed customers in new and engaging ways , to drive increased return business from people who had not recently purchased, opened an email, or visited the website. While AllPosters.com owned good data on these customers, they needed an innovative solution to effectively target them and unleash their Lifetime Value so they tasked Numberly with testing its latest ‘Reactivator®’ product.

Using onboarding platforms and programmatic technology Numberly was able to reach AllPosters.com’s database through highly targeted display advertising, combining laser-like targeting with a combination of interactive and bigger ad formats.

The Solution

Numberly built display target audiences in AppNexus using anonymized onboarded CRM data from Allposters.com, and subsequently exploited AppNexus’ unrivaled reach and inventory – spanning display, mobile and social – alongside its cookiematch and campaign controls, to ensure lapsed customers were served customized reactivation ads.

Numberly ran the campaign against a control group and ensured full transparency, detailing everything from CPM to clicks and conversions. This delivered Allposters.com unprecedented granularity per campaign, per creative and per segment, as well as comparison of test vs control buying behavior leading to incremental revenue uplift.

Instead of looking at Test vs Control Lift as a one-off post campaign measure, one of the key innovations brought by Numberly was to consider real incrementality as the main ongoing KPI on which each bidding strategy was constantly optimized.

The Results

The result? A triple win.

The campaign delivered an unprecedented 16% boost to conversion rate as well as a 3.8% uplift in purchase frequency and a 15.5% increase in average order value, all contributing to significant incremental revenue, up to 86% on some segments.

This approach, based on real incrementality, is a game changer, as causality instead of correlation has become the ultimate goal of machine learning algorithms developed by Numberly data scientists.

It also raises a new set of challenges, as test and control groups need to be considered in a dynamic people based environment while constantly minimizing any contamination effect between the groups.

Thibaut Munier, cofounder and CEO of Numberly, said: ‘ Our goal is to help advertisers meet their business goals by collecting and activating their data through innovative digital solutions. Working with Allposters.com’s data, and benefiting from the reach and scale of the AppNexus platform, made for a very powerful Reactivator® campaign that has delivered strong business results for Allposters.com’.

+16 %

of conversion rate

3.8 %

Uplift in purchase frequency

15.5 %

increase in average order value

86 %

incremental revenue

Uplifts per segment

Conversion rate uplift, frequency uplift and aov uplift according to the 3 segments.