How our Segmentation Strategy for Paid Media helped a medical brand achieve business objectives

For Wellness Forever, our media objective was to acquire users and improve their LTV (Lifetime Value) by increasing the frequency & value of orders on their mobile app.

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We went about analyzing first-party data to identify consumer behaviour and trends that we can leverage to increase AOV (Average Order Value) as well as the frequency of purchase.

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We also used these insights to inform the design and tonality of our communication so that customers only saw relevant and personalized ads based on their shopping behaviour.

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We segmented users basis two criteria: engagement & purchase/app activity. With the cohorts created as a result of this exercise, we used our Mobile Attribution Platforms to push targeted ads to these audiences.

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Each category had different communication and new or upsell offers based on not only their demographics but also where they were in the journey, from browsing products to adding to the cart but not completing their purchase, or after completing the purchase.

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Incentivizing Dormant Users worked well for us, contributing to ~11.5% of orders from paid media.

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By delivering ads in a different format to our ATC audience, we were able to reduce costs by ~10% for those orders.