Case Study: Overstock achieves real-time, cross-channel personalization and a 10% increase in advertising efficiency with mParticle

Overstock built a modern, best-of-breed marketing stack—with the customer at the center

Overstock, the online retailer, struggled with channel-centric personalization that prevented a complete, cross-device view of customers—forcing manual data joins, noisy signals, inefficient media spend, and a suboptimal customer experience. To solve this, Overstock adopted mParticle (mParticle’s customer data platform) to centralize customer data and enable true customer-centric marketing.

Using mParticle, Overstock aggregated granular, event-level data from email, web, mobile, e‑commerce and devices into unified user profiles, fed those profiles via an API to its machine-learning engine for predictive scoring, and built dynamic audience segments linked to content. mParticle then distributed those segments and assets in real time to personalization, paid media, and email systems—resulting in more relevant emails and product recommendations, improved conversion, an overall 10% increase in advertising efficiency in the first eight months, and greater ability to test and learn across channels.

Overstock

Brent Christensen

Director of Database Marketing