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Jockey increases return on ad spend through Predictive Audiences with Bluecore Advertise™ and Criteo

37% Increase in ROAS year-over-year
109% Increase in ROAS within the first 2 months of partnership
30% Year-over-year increase in program revenue

Improving digital advertising performance

For inspiration on how to improve digital advertising performance, Jockey’s digital team looked in-house to their email team. “Our email team had a lot of success getting more targeted with Bluecore, so we started to ask how we could expand that approach when marketing to consumers beyond the email channel. Our goal was to stop going after a huge swath of people and instead get more specific in the terms we bid on and the customers we retarget to allocate spending to our best customers and those who are most likely to buy,” explains Mark Mraz, Senior Director, Marketplace, SEM & Finance at Jockey.

This goal led Jockey to Bluecore and Criteo. Bluecore Advertise™ allows Jockey to use their first-party shopper data on major digital ad channels to predict what their shoppers want to see next and reach each individual with 1:1 recommendations. This is a leap forward from the standard targeting they were employing, where shoppers were getting irrelevant ads or ads for products they already purchased.

Boosting return on ad spend (ROAS) for efficient marketing spend

Getting more specific in the audiences they target with Bluecore Advertise™ enabled Jockey to improve ROAS on campaigns executed through Criteo. For instance, once they identify a group of customers with a high predicted lifetime value who are also likely to buy in the next 14 days, the Jockey team can allocate more of their spend toward this group of customers, which improves the efficiency of their marketing efforts by ensuring they don’t put dollars toward shoppers who won’t convert. It also creates a more timely and seamless product discovery experience for their customers by reaching them with the products they’re most likely to buy in a moment of need.

And while the highly targeted Bluecore audiences have consistently performed best, Mraz says that they’ve also seen increases in performance from less targeted, lower funnel campaigns. Overall, partnering with Bluecore Advertise™ and Criteo helped Jockey move performance in the right direction, including a 37% year-over-year increase in ROI, a 109% increase in ROAS within the first two months, and a 30% year-over-year increase in program revenue.

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