E-Commerce
Optimizing Marketing Campaigns in E-Commerce
The challenge
The marketing team was making budget decisions on a weekly report that was already three days old by the time anyone read it. Audience segments were built once a quarter from assumptions, and new creative ran for weeks before anyone could say whether it worked.
What we built
- Pulled sales, ad platform, and site behavior data into one place so every number came from the same source.
- Built audience models from actual purchase behavior and lifetime value rather than demographic buckets.
- Set up continuous budget reallocation inside limits the team controls, so spend moves daily instead of weekly.
- Added creative scoring that gives a reliable read within days of launch.
The outcome
Media buyers stopped arguing about which report was right and started making calls the same day the data moved. The reporting work that used to take a person two days a week now runs on its own.
- Audience modeling
- Budget reallocation
- Creative scoring
Decreased technology debt