How Machine Learning Helped Worten Achieve a 3x Increase in ROAS Using Data Driven Solutions to Boost Performance

Cliente
Worten
Setor de Atividade
Retail
Soluções

Activación de datos
Google Marketing Platform
Soluciones de medición
Partilhar
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Conversion Rate Rise (Computers)

10x

Higher ROAS (Home & Computers)

Worten is a Portuguese Market Leader in technology, household appliances, consumables and entertainment electronics who tasked Incubeta with streamlining their performance via machine learning.

Our approach delivered a 10x spike in conversion rates – and a 5x increase versus Worten’s initial POC. Cost per acquisition (CPA) also saw an 80% drop (3x lower than POC) – while ROAS grew three-fold.

“By working with Google and Incubeta and focusing on our automated capabilities, we’ve been able to improve campaign efficiency, and achieve better results – while also aligning ourselves with the strategic needs of the business.”

Ricardo Avelino

Area Coordinator, Digital Acquisition, Worten

Novidades

With competition hotting up, Worten wanted to test how machine learning could help leverage their data more efficiently, drive propensity to purchase, and acquire more customers.

After a successful proof of concept (POC), the team decided to take things a step further by tackling purchase propensity in individual categories as a way to further boost efficiency. This would also allow them to create specific predictive audiences based on their campaign structure, and convert the website visitors most likely to buy.

Estratégia

Worten used BigQuery, machine learning, and CRMint to automate audience building in Google Ads, and create propensity models for their Sports, Computers and Home categories. The team then segmented recent website users into five types – equally distributed by volume and propensity to buy something on their next visit.