Home & Shopping increases ROI by 73% with Marketing Intelligence

By Saadi Muslu October 7, 2019

Home & Shopping increases ROI by 73% with Marketing Intelligence

“With Singular’s Marketing Intelligence Platform, the team was able to uncover new opportunities to optimize our efforts. We can now test new ad partners faster and make smarter, more frequent optimizations to hit our goals.”

 –  Moonsoo Kang, Marketing Team Leader

Home & Shopping, one of the largest e-commerce companies in South Korea, provides customers with seamless digital shopping experiences whether they’re in the comfort of their home or on the go. They offer a wide range of quality products from apparel to groceries, all at competitive prices.

Their story

The team at Home & Shopping had an important high-level goal: become the #1 online mobile shopping platform in Korea. In order to do so, they needed to efficiently scale their efforts to acquire and continually re-engage shoppers. They also had to advertise across more sources to extend their reach and increase the impact of their marketing.

Scaling marketing campaigns profitably is a science. Data science to be exact. The team needed to transform siloed data into granular and timely insights on performance. But manually collecting, aggregating, and normalizing campaign data from the many sources they were advertising in spreadsheets was proving to be extremely time-consuming.

Even more challenging was trying to combine all of their campaign data with attribution data to understand the ROI of their efforts. This combining was proving to be impossible to do manually at the levels of granularity they required. They wanted to spend more time creating and optimizing campaigns, and less time on tedious data reporting tasks.

And ideally, Home & Shopping wanted to have all that information available in their internal BI as well. They rely on Amazon’s Web Services for their infrastructure, so it was important to be able to pull all their marketing data directly into their internal data warehouse in AWS.

Their solution

The team at Home & Shopping decided to transform their marketing growth stack with Singular. The team used Singular’s Marketing Intelligence Platform to automatically collect and unify campaign data from their 30+ sources with attribution data from Singular’s SDK to understand ROI and performance.

They were able to analyze campaign performance across all +30 media sources in a single, highly-customized view, and pull it automatically into their internal data warehouse in AWS. They used Singular’s Attribution to measure user behavior and comprehensively understand the impact of their acquisition and re-engagement efforts.

Marketing Intelligence Analytics
This is a demo dashboard with fictitious data

Singular’s powerful ROI and Performance Analytics enabled the team to analyze their marketing performance by the dimensions and metrics that mattered to them. The ability to uncover ROI at the most granular levels was key to uncovering opportunities to optimize marketing spend and ensure they weren’t leaving money on the table.

Engaging creative is a must when trying to capture the attention of shoppers. As a distributor of a wide variety of products across a multitude of brands, it was challenging for the Home & Shopping team to efficiently analyze the performance of their ad creatives.

They turned to Singular Creative Analytics to solve this challenge. They were able to visualize the performance of their image and video assets for the first time! Singular’s Creative Clustering groups similar creative regardless of minor copy or compression differences with image recognition technology so the team could understand how a given asset was performing across different campaigns and media sources.

Marketing Intelligence Creative Analytics
This is a demo dashboard with fictitious data

Ad fraud is a serious threat when you’re spending at scale. Thankfully, the team leveraged Singular’s adaptive Fraud Prevention to keep their budgets focused on quality users and gain full transparency into the impact of fraud on their advertising budgets. They created custom Fraud Rules to automatically reject certain fraud methods. For example, they automatically rejected installs that had an unrealistically short time window between ad click and install, as well as installs coming from countries that they were not actively targeting. Since leveraging Singular’s Fraud Prevention, Home & Shopping was able to save more than 24% of its app install ad budget that would’ve been otherwise wasted on fraudulent activity.

Re-engaging previous shoppers is critical to succeeding as an e-commerce company. The team at Home & Shopping leveraged Singular’s Audience Management to tap into their attribution data and create high-value audiences with precision targeting. Singular’s Audience Management enabled the team to automatically distribute their newly created audience segments to their media sources, and automatically keep.

Implementing a Marketing Intelligence Platform is critical to success… but Singular isn’t just about the tech. We believe in partnering with our customers to oversee their success. Home & Shopping’s Customer Success Team has regular meetings to check in on the health of their marketing program and strategize for the future. Singular’s dedicated Data QA Team constantly ensures there are no data discrepancies and data piping is well maintained.

Their results

With a streamlined and powerful growth stack that is directly connected with their internal AWS systems, intelligent performance insights, and the support of the Singular team, Home & Shopping took their growth marketing to the next level. With the help of Singular’s Marketing Intelligence Platform, the Home & Shopping team amassed a huge following in Korea and was recently named the #1 online shopping provider in the region.

73% increase in ROI QoQ

24% of ad budget saved

15% decrease in Cost per Purchase QoQ

15 hrs saved per week

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