Case Study: Privalia achieves confident, data-driven audience strategy and avoids wasted display spend with Skai Impact Navigator

Skai’s™ Impact Navigator Helps Privalia Have More Confidence In Their Audience Strategies

Privalia, a leading ecommerce outlet for fashion and home goods, wanted to know whether expanding into display-focused advertising would grow product conversions and how much budget to allocate. To answer this, the team partnered with Skai and used Skai’s Impact Navigator to design a data-driven experiment before increasing spend on new display channels.

Using Skai’s Impact Navigator, Privalia ran a statistically powered, 6‑week incrementality test (planned around an initial €100K spend and executed Aug–Sep 2019) with geographic test and control groups. The test found no significant brand lift or incremental revenue from the new display channels, the experiment costs matched Skai’s predictions, and Privalia subsequently reallocated display budget to more effective channels—giving the team greater confidence in audience strategy decisions.

Privalia

Marina Casas

Advertising Specialist