Case Study: Rakuten achieves 20% increase in repeat purchases and smarter, data-driven targeting with Tealium AudienceStream

Leveraging Customer Insight to Optimise Targeting and Budget Allocation

Rakuten, the global e‑commerce and digital services company, struggled with fragmented data across teams and platform silos that left them with poor customer behavior insight, untargeted messaging and high cost-per-lead. Without a unified cross-channel view, teams worked in isolation, campaigns were broad and static, and budget decisions relied on instinct rather than data.

Rakuten deployed Tealium iQ tag management and Tealium AudienceStream CDP across web and mobile to unify data, enable real-time audience segmentation and activate personalized, session-based campaigns. Within 90 days they rolled out use cases that drove a 20% increase in average repeat purchases and a further 10% lift among loyalty members, supported 1,000+ dynamic campaigns, reduced campaign spend, improved cross-team collaboration and created new revenue by selling targeted campaigns.

Rakuten

Sebastiaan Rasterhoff

Performance Marketing Manager