The Context
Leverage Amazon audiences & understand which audience sub segments are driving purchases
Leverage Amazon audiences & understand which audience sub segments are driving purchases
Identified section of minimal overlapping audiences e.g., Foodies, Affluent Purchases, Recent Life Events and even counter-intuitive segments like Vegans & Health Conscious
Audiences were setup to target each cohort separately and a control line item with open targeting
More purchases from cohorts like Recent Movers and Health Conscious than control line
Fewer purchases from cohortslike Foodies and Alcohol & Tobacco compared to the control line
Uplift in ROAS
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