Awards & Press

Ovative x Feedonomics: Feed Optimization Case Study

Posted by: Feedonomics, 2022

Using FeedTelligence™, we identified missing converted search terms and added them to product titles for a large department store. Impression Share skyrocketed by over 200% with a 117% increase in Revenue.

Large Department Store Feedonomics Client Success Story

Client Overview

A well-known chain of luxury department stores that sell a range of high-end products for women and men wanted to improve their online shopping campaigns. Ovative Group, the store’s marketing agency, approached Feedonomics to help boost the store’s online performance through feed optimization. Feedonomics worked alongside Ovative Group to identify areas for improvement.

“We don’t believe in the set it and forget it approach for feeds.” – Brian Roizen, Chief Architect and Co-founder of Feedonomics

The Challenge

The stores product feed had already been optimized to best practices; meaning the products were correctly categorized and contained descriptive keywords like brand, color, size, and the product noun in the title. How do you improve performance when a feed is already optimized? By looking at the keywords users are actually searching for on channels like Google Shopping. Unfortunately, there is no easy way to get missing keyword ideas on a per-SKU level when it comes to Google Shopping, let alone A/B test, by adding those keywords to product titles to ensure performance actually improves.

The Feedonomics Solution

FeedTelligence™ is a tool we’ve created to automatically compare your optimized feed with actual converted search terms. This allows you to see missing words from the title and split test to improve performance. Ovative Group applied the results of the tool to a couple of the stores best selling products.

The Products to be Tested

1. The Hanacure All-in-One Facial Starter – one of the stores bestselling facial mask kits

FeedTelligence™ revealed that one of the most popular converted search terms was the descriptive phrase “face mask,” which was missing from the title.

2. Comme des Garçons Chuck Taylor 1970s Sneakers

The Comme des Garçons or CDG shoes are a unique collaboration between Converse and the celebrated footwear brand’s iconic Chuck Taylor 1970 sneakers. FeedTelligence™ identified that many users were converting off keywords that contained “Converse” and the acronym of Comme des Garçons – “CDG,” but neither of those two keywords were in the titles.

Missing keywords – Converse, CDG

Feedonomics helped set up a controlled A/B test by adding these missing keywords into the titles.

The Results

Date range of test: January 05 – April 05

1. The Hanacure All-in-One Facial Starter

  • 200% Increase in Impressions
  • 52% Decrease in Cost Per Click
  • 117% Increase in Revenue

2. Comme des Garçons Chuck Taylor 1970s Sneakers

  • 84% Increase in Impressions

After utilizing FeedTelligence™ and inserting more relevant keywords that are commonly searched, the store saw significant performance improvements because these products are now more aligned to how users are actually searching for them on Google Shopping. Impressions went up, CPC dropped because keyword relevancy increased, and revenue increased dramatically.

“We’re excited about these results with FeedTelligence™ and plan to look for additional title update opportunities in the future.” – Jason Giltner, Senior Paid Search Analyst at Ovative Group

Feedonomics, Department Store Case Study, 2022,

Dale Nitschke

Dale Nitschke

CEO & Founder

About the Author

Dale is the Founder and CEO of Ovative. After years of operating a large omni-channel business and leading a customer data initiative, Dale knew there was an opportunity to create a marketing firm that helped clients become more customer centric and drove better performance outcomes. A gap existed between business consultancies and advertising agencies that modern marketing approaches demand. He also believed that a strong, healthy culture could attract and develop smart, talented team members. In 2009, he formed Ovative to bring media, measurement, and consulting together under one roof to enable an enterprise approach that drives more revenue and grows clients’ customer base.

Prior to founding Ovative in 2009, Dale spent 23 years at Target Corporation where he served as President of and grew the ecommerce business from start-up stage to a $1 billion+ business and established the foundation of Target’s Guest database capabilities. Previously he served as SVP Merchandising at the Department Store Division of Dayton Hudson. Dale has advised retailers and brands globally on business, growth, marketing, and measurement transformation strategies.

Outside of Ovative, Dale is a leader on topics including business strategy, change management, and team leadership. He serves on the board of Allergy Amulet and on the Dean’s Advisory Board of the Wisconsin School of Business at UW-Madison.  He enjoys spending time with his family, up north in northern Wisconsin, playing golf, and cheering on Wisconsin sport teams.

Steve Benson

Steve Benson

Chief Financial Officer

About the Author

Steve is the Chief Financial Officer of Ovative. Steve is responsible for the company’s IT, corporate accounting, treasury, tax, financial planning and analysis, and Business Operations

Prior to joining Ovative, Steve provided finance and accounting advisory services to clients. Before that, he spent 23 years at Target Corporation, leading Finance and Accounting teams.

Steve enjoys distance running, woodworking, and traveling. Steve and his wife have two sons, and they enjoy escaping to the Minnesota north shore.

Annie Zipfel

Executive Vice President, Media

About the Author

Annie is the Executive Vice President of Media at Ovative. She oversees delivery and growth across paid and owned media (digital, traditional, and retail media) and creative services.

Annie has more than 30 years of experience in media, brand management, insights/analytics, marketing, and product. She has also developed large, high-performing teams and built new measurement capabilities. Annie led the marketing team at Andersen Windows & Doors, leading the digital, social, content, customer insights, and creative functions. Prior to that, Annie served in multiple marketing leadership roles at Starbucks, REI, Target, and General Mills, with a keen focus on brand, media, insights, analytics, and measurement.

Annie is an industry leader in brand management, customer insights, e-commerce, social media, and analytics. She enjoys hiking, traveling, cooking, fishing, and spending time with her sweet dog and two sons.

Bonnie Gross

Executive Vice President, Talent Services

About the Author

Bonnie is the Executive Vice President of Talent Services at Ovative. She is responsible for attracting and retaining top talent and creating a culture in which our team thrives personally and professionally. Under Bonnie’s leadership, Ovative has defined an industry leading leadership and development program and transformed our approach to talent recruitment with a focus on diversity, equality and inclusion. Prior to her current role, Bonnie led Ovative’s Client and Business Development team overseeing client satisfaction and new growth opportunities.

Before joining Ovative in 2014, Bonnie spent 13 years at Target Corporate as the VP of digital and Digital Marketing where she led the launch of Cartwheel, an industry-leading social shopping application. Bonnie was the VP of Marketing for Fingerhut for 15 years prior to joining Target.

Steve Baxter

Steve Baxter

Executive Vice President, Strategic Initiatives

About the Author

Steve is the Executive Vice President of Strategic Initiatives at Ovative. Steve has been with the company since 2010 and launched Ovative’s media practice in 2012.

Prior to joining Ovative, Steve worked at Target for 8 years where he led development of Target’s CRM initiatives, Digital media analytics and Target’s Media Network. In 2005, Steve developed Target’s proprietary in-house capabilities to both measure in-store sales impact from digital brand investments and personalize marketing messages across both digital and non-digital channels.

Steve is an industry leader on topics including marketing, advanced measurement, ecommerce, and monetization. Steve enjoys fishing, camping, golfing and trying to stay competitive in any sport with his three boys. Steve enjoys escaping to the MN north shore with his wife, boys and dog whenever possible.

Lindsy Steinberger

Sr. Manager, Paid Search

About the Author

Lindsy is a Sr. Manager on the Paid Search team at Ovative.

Tyler Spiwak

Analyst, Measurement Solutions

About the Author

Tyler is an Analyst on the Measurement Solutions team at Ovative.

Lillian Smith

Senior Analyst, Paid Social

About the Author

Lillian is a Senior Analyst on the Paid Social team at Ovative.

Beth McKigney

Senior Vice President, Measurement

About the Author

Beth is the Senior Vice President of Measurement at Ovative. She is responsible for developing, implementing, and supporting proprietary technology products that enable clients to unlock insights across marketing channels and devices. Since joining Ovative in 2013, Beth built Ovative’s Site Analytics & Optimization practice and Ovative’s unified marketing measurement tool, MAP. She is spearheading development of new technology products focused on advanced analytics, testing and reporting.

Prior to joining Ovative, Beth spent 9 years at Target in multiple digital and marketing analytics roles. She defined and delivered Target’s email and mobile marketing strategies, identified and defined guest-facing technology enhancements, and managed site-wide promotional marketing plans.

Beth is a thought leader in advanced analytics and optimization strategies. She regularly advises clients on strategies to improve their marketing effectiveness and is a published thought leader. She lives in Brooklyn Park with her husband, two boys and dog, Sota.  Beth’s an avid University of Minnesota sports fan (especially football – Row the Boat!) and enjoys downhill skiing, biking, hunting and fishing.

Dianne Anderson

Senior Vice President, Media

About the Author

Dianne is the Senior Vice President of Media at Ovative. She is responsible for delivery and growth across paid digital media, traditional media, marketplaces, and creative services. Since joining the company in 2013, Dianne has been a key leader in establishing new channel practices, a strategic voice in media and marketing strategy and a driver scaling best in class teams. She regularly advises clients on ecommerce, retail, digital media and measurement strategies.

Prior to joining Ovative, Dianne spent 8 years at Target leading strategy and activation of digital e-comm and brand marketing initiatives.

Dianne is passionate about music, leading ukulele lessons for the team and participating in office musical collaborations.  Her happy places are Northern Wisconsin, the Boundary Waters Canoe Area and the Upper Peninsula of Michigan, where she enjoys making memories with her family.

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