Case Study: Smart Segmentation Drives Positive ROI

Challenge

An online food delivery company sought to re-engage inactive customers. Inconsistent user behavior made it difficult for the client to understand and target customers. Increasing order frequency and revenue required efficient media cost and targeting.

Solution

Accordant designed a value-based segmentation strategy using first party data and cross channel insights. We developed over 12 discrete target audiences across display, social, and mobile inventory and deployed real time revenue tracking against segments. Finally, we implemented a trigger based segmentation scheme based on customer behavior.

Results

We achieved 120% positive ROI against key target segments. Trigger-based dynamic user segments converted over 1.5x better than the previous highest performing tactic, with +70% ROI.