From low-value data tasks to high-value insights
Industry
Retail and eCommerce
Company size
Large
Region
North America
Destinations
Snowflake
Amazon S3
Key results achieved by Carter's
Autopilot low-value data routines
The team gained more time to collaborate on strengthening customer roadmaps and strategies.
Improve spend where it matters
Connecting the dots between customer behavior and campaign engagement allowed for better budget control.
Enhance key strategies through data
Increased understanding of marketing performance based on data-driven customer segmentation and demographics.
Challenges
The team at Carter’s was inundated with collecting and analyzing enormous amounts of performance marketing data from different sources, including Google SA 360 and Facebook. The channel managers kept up with manual spreadsheets to gather the data even though it was deemed a low-value and laborious task. The group needed a better approach to managing and processing the data to examine performance results faster. They wanted to understand how potential and existing customers interacted with campaigns by examining specific data points to improve future performance.
"Since using Adverity, collecting data and creating reports are now table stakes. It’s on autopilot, allowing our team to focus on getting the most out of our data. We’re starting to get more into prescriptive and predictive strategies. If we do XYZ, we know it would make this impact for this specific customer."
Leader of Digital Marketing Science, Carter's
Adverity's impact
Carter’s was able to keep up with the fast-paced nature of the retail industry by seeing conversion rates and broader performance results in near-real time. The ability to put routine data and reporting processes on autopilot was a huge upgrade for overall workflow productivity. Better, faster data allowed the team to gain insights into customer behaviors and interests. For example, if channel managers saw that customers in certain cities responded better to certain campaigns than in other regions,they were able to ramp up spending in that area.
Improved data meant Carter’s could get more prescriptive with marketing campaigns and predictive analytics. This newfound depth of knowledge behind customer types allowed them to develop marketing strategies with more precision around customer segmentation and journey mapping. If they made decision A, they could easily see the impact on a specific type of customer within a particular segmentation and region.
Find out more about how Adverity can help you today.
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