Case Study: Multinational Electronics Company achieves higher conversion rates and 42% spend savings with Syntasa

Using algorithms to expand audiences beyond business rules and execute advertising campaigns in the most cost effective way possible

A multinational electronics company sought to expand the reach of its retargeting campaigns beyond its existing rules-based and Adobe Audience Manager (AAM) lookalike models. While effective, these methods provided a limited audience size. The challenge was to find a cost-effective way to reach new visitors with a high propensity to purchase without sacrificing conversion rates.

Syntasa implemented a solution using custom machine learning models built with Adobe Analytics data to algorithmically determine user propensity-to-buy. The results were significant: the Syntasa audiences achieved conversion rates twice as high as the rules-based segments and a 57% lower cost-per-action than baseline audiences. Overall, the campaign achieved 98% of its forecasted conversions while spending only 42% of the budget, leading to massive savings for the company.