Online to Offline Optimization

American Workwear Clothing Retailer

Incorporated local store presence into search strategy to drive in-store visits and optimize total Enterprise Marketing Return

Scope

Paid Digital Media

Opportunity

A fast-growing apparel retailer, selling through ecommerce and brick and mortar stores has been running their national media through Ovative for the last 5 years. As their store footprint continues to expand, we apply local strategies to maximize total enterprise (online + in-store) sales.

Impact

  • +6% enterprise sales
  • +2% improvement in ROAS

Approach

1. Restructured all paid media accounts by DMA-type. This included competitive DMAs with 1+ stores open for 15+ months, new store DMAs, and no-store DMAs​.

2. Developed supporting reporting at the DMA-level to identify insights and trends, resulting in test identification, goals, media mix, and tactics differ by DMA-type. ​

3. Leveraging bid optimizations and 3rd party tech to maximize revenue against geo-specific goals. Evolved optimization tactics to target maximizing customer LTV and margin in addition to top line revenue.

accent bar

View More Work

Incrementality Testing

Facebook

Informed Facebook Marketplace marketing budget and media mix decisions by quantifying the incremental value of Paid Search through testing and statistical analyses....View more >>

Full Funnel Media & Advanced Measurement

Specialty Retailer

Building a full funnel, cross-channel media program that is optimized to customer and enterprise growth goals leveraging sophisticated media strategy, planning, and advanced measurement....View more >>

accent bar