A specialty clothing retailer found the ability to segment their consumers through Adlucent's DeepSearch™ technology, giving them the power to predict consumer's purchase intent. This allowed the retailer to successfully quantify their reach across their consumer base.

1. Quantifying Customer Impact
The retailer was able to see a clearer picture of how
they were reaching different segments of their customer
base. They determined that non-brand campaigns were
generating proportionally more new customer sales than
brand campaigns. This knowledge allowed them to run
controlled tests for AOV and CPA standards per their
different customer segment targets.
Additionally, the retailer was able to deduce what brands
and products were attracting new customers, giving
them the data needed to have very relevant inventory
planning conversations with their merchandising team.
Need for a Customer Lens
Paid search has been a strong customer acquisition tool
for one specialty clothing brand, but they did not have
the ability to distinctly identify how many new customers
they were attracting and which keywords, products and
designers were drawing them in. They needed an additional
lens to tie bid and ad performance to customer value and
need, and then the product mix to convert them.
Mapping to Customer Segments
The apparel retailer worked with Adlucent to implement
Customer Mapping, a tool that allows retailers to use
paid search data to more thoroughly understand the
intent behind customer purchases and adjust strategies
quickly and accurately. By mapping their paid search
performance to their custom customer segments,
this retailer was able to receive reports detailing the
keywords and categories driving the most converting new
customers to their site, including brand vs. non-brand
comparisons by customer segment. They could also
visually analyze AOV differences and promotional
responsiveness between customer segments.
C A S E S T U D Y : A P P A R E L R E T A I L E R
Top Apparel Retailer Focuses on Drivers of Customer Acquisition
CUSTOMER SEGMENTS,
A POWERFUL PAID SEARCH LENS
Visit us online: adlucent.com
Email us: solutions@adlucent.com
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DATA DRIVEN ADVERTISING
“Adlucent’s Shopping Analytics offering allows us to test hypotheses for AOV and
CPA standards by customer segment. This helps us more confidently refine our paid
search and customer acquisition strategies, as well as improving merchandising,
inventory planning and other areas of the business.”
-- Director of Ecommerce & Marketing, Popular apparel retailer