Data-based Budget Re-Allocation

A cosmetics client operating in the United States shared that they had been experiencing dismal performance on their e-commerce channels (Shopify, Amazon). They had mentioned that despite employing various best practices and tactical activities on Facebook, they were not delivering results for their online campaigns.

Our team came in and looked at the client's campaign set-up and then pulled the latest data points specific to the Sustainable Cosmetics sector. We uncovered that their set-up had spread their entire budget thinly across all 50 states. We likewise saw from the data we collected that California, Texas, Florida, and New York accounted for the 4 largest areas that sustainable cosmetics were being consumed. We recommended to recalibrate their budgets to only these 4 states for a more efficient use of their budgets.

Additionally, our team pulled the key website, social, and video channels that sustainable cosmetics users in these 4 states utilize. We then recommended to reassign their digital marketing budget allocations in proportion to the priorities of the target market. Because of the data provided, this also prompted our client to shift the volume of their digital content initiatives to match the key habits of their customers.

The client has reported an improvement in the performance of their digital sales campaigns. This exercise also prompted a shift in the manner they support their initiatives; the digital teams now seek supporting data to back up their recommendations for any initiative they run.