Ovative Group Optimizes For Enterprise Revenue

INFINITY AWARDS SUBMISSION

Objective

• Evolve the digital media program from a focus on ecommerce revenue to a focus on enterprise revenue (online + offline sales) and customer acquisition.

Solution

• Tied Skai Infinity Tag tracking to Ovative’s proprietary customer data environment which connects online and offline customer, transaction and marketing data.
• Ingested offline sales and new customers that were driven by SEM, PLA’s and paid social into Skai via the Skai Parser tool.
• Developed custom metrics (combination of online and offline sales) that could be utilized by Skai KPO algorithms to optimize against enterprise revenue and ROAS.

Results

• Deep insights into keywords and audience targets that drive offline sales and customer acquisition.
• Shifts and increases in investments toward non brand SEM keywords, product targets and audience segments that over index towards offline sales and high LTV customers acquired.
• Increased enterprise revenue on higher enterprise ROAS.