Case Study: FTD reduces TV ad spend by 30% with Adswerve's Google Cloud marketing mix model

FTD cuts TV budget by 30% with Adswerve

FTD, a leading online floral retailer, faced the challenge of optimizing its multi-channel marketing spend across platforms like TV, social, and SEM. They needed a privacy-centric solution to understand customer preferences and allocate their budget efficiently. To accomplish this, they partnered with Adswerve to build a modeling solution using Google Cloud technology.

Adswerve developed a custom marketing mix model using machine learning on Google Cloud. This solution provided FTD with actionable insights, leading to a 30% reduction in their TV campaign budget while still reaching the same audience. The savings were reallocated to channels with more growth opportunity, allowing FTD to make quick, data-informed decisions that directly impact revenue.

FTD