Calendars.com Uses Advanced Segmentation to Improve New Customer Acquisition
Fast-growing retailer Calendars.com generates a 10x ROAS with Custora Predicted Affinities in combination with Facebook Lookalike Targeting
Calendars.com, the leading global retailer of calendars, uses Custora to optimize around the unique dynamics of their business. Faced with steep seasonality and an assortment of niche merchandise including toys and games, Senior Director of Digital Marketing Marcia Oakes knew that she needed an advanced analytics partner to help her drive digital growth. “We needed to find ways to make our business more stable and evergreen by increasing sales of non-calendar products,” says Oakes. “But when we tried to promote those categories, we found that we were fatiguing our email list and not seeing a compelling return in paid marketing channels.”
Using Custora, Calendars.com was able to uncover hidden patterns in their customer data. Harnessing the power of machine learning to identify predictive affinity segments, Calendars.com was able to identify customers most likely to be interested in niche product categories—even if they had never made a category purchase before. The team then uploaded the affinity group file into Facebook Custom Audiences so they could advertise their new products to the people most likely to be interested.
Even better, they generated a Lookalike Audience from this Custom Audience. Facebook Lookalike Audiences uses algorithms to examine the profile data of the people in the Calendars.com affinity segment and create a new, larger list of Facebook users that share similar interests and demographics.
The business impact has been phenomenal. Return on ad spend (ROAS) improved by 10x over past Facebook paid advertising performance, and Calendars.com was able to maximize demand from the customer file without exhausting customers.
“Custora helped us reach exactly the right customers with a message that was perfectly tailored to their interests and needs”, said Marcia Oakes. “With the help of Custora’s advanced customer segmentation platform we’ve been able to up level our entire marketing program”.