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Case Studies

numberly Reactivates Allposters.com Lapsed Users with AppNexus

Date: 2nd Aug 2016

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Leveraging the power of first-party data to re-engage lapsed customers in innovative ways and the  introducing real incrementality as the main campaign KPI – it’s an effective way of giving plain old retargeting a face lift.

Allposters.com worked with Numberly, who in turn worked with AppNexus to build display target audiences using anonymised CRM data and targeting across display, mobile and social to reactivate lapsed customers. The campaign was run against a control group and ongoing incrementality was measured to ensure constant optimisation.

A 16% increase in conversion rate was driven, as well as a 3.8% uplift in purchase frequency – great results.

Case Study Content

Art.com Inc., with its website Allposters.com, is the world’s largest online retailer of high-quality wall art with more than 12 million customers in 120 countries. The company was recently looking to re-engage lapsed customers in new and engaging ways in an effort to drive increased return business from people who had not recently purchased, opened an email, or visited the site.

AllPosters.com owned high quality data on these customers but needed an innovative solution to effectively target them and unleash their Lifetime Value. Numberly was tasked with testing its latest ‘Reactivator©’ product to help achieving this objective. 

Using on boarding platforms and programmatic technology, Numberly was able to reach AllPosters.com’s database through highly-targeted display advertising, combining laser-like targeting alongside a combination of interactive and various-sized formats. 

To do this, Numberly built display targeting audiences in AppNexus using anonymised-on boarded CRM data from Allposters.com, and was able to leverage AppNexus’ unrivaled reach and inventory – spanning display, mobile and social – alongside its cookie match and campaign controls, to ensure lapsed customers were served customized reactivation ads.

Instead of looking at Test vs Control Lift as a one-off post campaign measure, one of the key innovations brought by Numberly was to consider real incrementality as the main ongoing KPI on which each bidding strategy was constantly optimised. 

The result? A triple win. The campaign delivered an unprecedented 16% boost to conversion rate as well as a 3.8% uplift in purchase frequency and a 15.5% increase in average order value, all contributing to significant incremental revenue, up to 86% on some segments.  

Numberly’s innovative approach, based on real incrementality, is a game changer as causality instead of correlation has become the ultimate goal of machine learning algorithms developed by Numberly data scientists.

Overall, working with Allposters.com’s data, and benefiting from the reach and scale of the AppNexus platform, Numberly’s powerful Reactivator© campaign delivered exceptionally strong business results for Allposters.com.

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