Case Study: Lenovo achieves $5M annual ad savings with Syntasa algorithmic retargeting

Lenovo Uses Behavioral Data To Improve Audiences

Lenovo, the world's largest PC vendor, faced the challenge of increasing its online sales. The company's Global Business Intelligence team was using a manual, rules-based system for display retargeting, which was subjective, laborious, and made it difficult to control audience sizes effectively. They engaged vendor Syntasa to test a more advanced approach to identify high-value web visitors.

Syntasa implemented an algorithmic retargeting model using logistic regression with 100 variables to score and segment visitors based on their purchase propensity. This solution significantly outperformed Lenovo's previous rules-based method, allowing them to accurately predict which visitors were most likely to purchase. As a result, Lenovo is saving $5 million annually in display advertising, with projected savings of $20 million as they scale Syntasa's solution across all global marketing programs.

Lenovo

Tushar Mukharjee

Head of Global e-Commerce Analytics