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SUCCESS STORY

Spotlight on hyper-personalisation with data from Amazon Marketing Cloud

Discover our success story with Philips Hue!

The challenge

Philips Hue, a leading brand in the field of connected lighting solutions, was, like many other retail players, facing a difficult economic context, requiring increased rationalisation and advertising efficiency. The main challenges were:

  • Over-exposure of targets and inaccurate targeting, resulting in lost revenue and advertising yield
  • The need to improve the relevance of retargeting strategies
  • Reducing advertising waste
  • Developing more relevant acquisition audiences by improving core target identification
  • Increasing advertising yields

The solution

To meet these needs, we implemented an innovative solution based on Clean Room technologies and Amazon Marketing Cloud (AMC) data. In order to define new audiences, the strategy implemented included:

  • Retargeting of interactions without purchase: targeting users who have clicked on Sponsored Products and Sponsored Brands ads without making a purchase, to bring them back into the conversion funnel
  • Targeting based on keyword searches on Amazon: using a predefined list of relevant keywords to retarget users who have carried out searches without completing a purchase
  • Deep product engagement: thanks to AMC, identify and retarget users who have visited at least three product pages to capitalize on their demonstrated interest
  • Post-add-to-basket retargeting: specifically target users who have added products to their basket without completing the purchase, to recapture these missed sales opportunities

The results

The study produced some interesting results:

+ 5 points

AMC audiences outperformed traditional retargeting in terms of ROAS, demonstrating significant effectiveness

22.2 of ROAS

The audience with the best advertising ROI is the post add to basket retargeting audience