Case Study: a top European fashion retailer boosts new customer growth and profit margins with Crealytics

Fashion Leader boosts Smart Bidding across 200 countries with Crealytics

A major European online fashion retailer, the largest of its kind, faced a challenge in adopting Google's automated Smart Bidding technology. The retailer, a client of Crealytics, had previously shifted from a ROAS-centric model to a Customer Lifetime Value (CLV) approach with great success. However, the standard Smart Bidding system did not account for their key profit-driven KPIs, such as new customer acquisition and product margins, risking a focus on low-value conversions.

Crealytics addressed this by enhancing the data quality fed into the Smart Bidding algorithm. The solution involved calculating exact product margins and assigning additional value to purchases from new customers to reflect their higher lifetime value. This gave Google's algorithm new incentives aligned with the retailer's long-term goals, successfully unlocking profit-driven KPIs within the automated bidding system.