Rethinking Retargeting With Consumer 'Clusters'
Over the past six months, Provide Commerce -- the e-commerce company behind ProFlowers, Red Envelope, and other consumer-facing brands -- has been testing a new targeting strategy that breaks
consumers down into distinct categories, including flower giver, food giver, and merchandise giver.
It’s about targeting ads based on “clusters of consumers who think about gifting in different ways,” Dan LeBlanc, VP of Customer Intelligence & Relationship Management at Provide told attendees of OMMA’s Email Insider Summit on Thursday. Some people, LeBlanc and his team have found, obsess over user ratings, while others stick to trusted brands -- a critical distinction when trying to connect with each type of consumer.
But, the fun doesn’t stop there. Working in partnership with Experian, Provide is retargeting its message across a large network of third-party sites. The results? With the help of Comcast and TubeMogul, LeBlanc said traffic to online pre-roll ads has shot up 30% in recent months.