Non-brand campaigns generate more new customer sales than brand campaigns, according to findings from Free People, a clothing boutique that used new shopping analytics technology from Adlucent to study their customers' behaviors.
Adlucent's Shopping Analytics offering, coupled with product-centric campaign management tools, allows retailers to use paid search data to more thoroughly understand the intent behind customer purchases and adjust strategies quickly and accurately, said Jon Armstrong, CEO of Adlucent, a marketing technology and analytics agency based in Austin, Texas. Retailers receive custom reports detailing the keywords and categories driving the most customers to their site, including brand vs. non-brand comparisons by customer segment. They can also visually analyze differences and promotional responsiveness between customer segments.
"Being able to more deeply understand the needs and values of each of our retailers' customer segments gives our account teams the ability to manage campaigns to specific metrics, including new customer acquisition, lifetime value, or other client-defined success measures," Armstrong said. "We can then easily layer in product performance at the category/subcategory, brand, style, or even SKU-level to support a more targeted merchandising strategy."
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