Digitas | Criteo Success Story
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Major women’s apparel retailer measures and proves incrementality with Commerce Growth
4.2x Incremental ROAS driven from group with Criteo ads
8.1% Revenue lift from group with Criteo ads vs. without
+300% Revenue total lift compared to industry benchmark
Challenge
Digitas is the premier integrated agency in the Publicis Groupe, grounded in the belief that today’s marketing problems can no longer be siloed. The agency delivers breakthrough ideas and results for clients through Media-Fueled Creativity: the intersection of Creative, Media, Data, and Technology.
Digitas wanted to help one of their clients—a heritage American brand that specializes in women’s clothing, shoes, and accessories—understand the impact and measure the value of advertising with Criteo by running an incrementality test.
With over 500 in-person stores and a growing ecommerce business, the Apparel & Accessories client turned to Criteo’s Commerce Growth solutions to generate customer growth across their truly omnichannel expression.
Solution
Testing the performance impact of Criteo ads
Criteo worked with the client’s agency, Digitas, to design an incrementality test that assigned shoppers to two random groups: Group A or Group B. Criteo continued to deliver ads to Group A in a business-as-usual way. Meanwhile, all marketing efforts were suppressed for Group B. By creating this control group, Criteo was able to identify the performance impact of its ads using its advanced “ghost bids” methodology.
Following a two-week cleansing period that ensured that individuals in Group B did not see any recent ads from the client, Criteo collected and measured a wide range of KPIs, including user count, visits, conversions, and revenue between the two groups over the course of the next three weeks of testing.
Results
Measuring big incrementality results
At the end of the test, the client saw that Criteo drove incremental value to their marketing mix—with an 8.1% observed lift in revenue from Criteo ads vs. without Criteo ads. The brand also saw a 4.2x incremental return on ad spend driven from the group with Criteo ads. Compared to the industry benchmark, the campaign generated a +300% total revenue lift.
“Criteo’s streamlined approach to measuring incrementality enabled us to see results in a few short weeks with minimal impact to our campaign setup and without a drop in performance. Thanks to their transparent measurement methodology, we were able to prove the true value of display marketing in a performance-oriented setting."
— Emily Nix, Senior Analyst, Precision Media at Digitas
More Apparel and Fashion Success Stories
Schutz BR drives +68% revenue growth with Criteo app retargeting
+68% Revenue with only 14% budget increase
H&M Indonesia boosts order value +100% while scaling 950K qualified visits during promotional periods
>19M unique users reached
950K qualified visits obtained
100% uplift in order value
Beymen turns peak season into +84% app revenue growth and +62% ROAS
+84% app revenue YoY
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Customer Acquisition
Reach new people who are likely interested in you but don't know you yet
Customer Retention
Increase customer lifetime value from people who already know you