Company Overview
The Home Depot Canada is the largest retailer in Canada for do-it-yourselfers, as well as home improvement, construction and building maintenance professionals. They stock as many as 300,000 home improvement products, tailored to the communities they serve.
Contobox’s Engagement Management Platform helps advertisers launch interactive display and video campaigns that track, score and unify audience data for retargeting. The platform boasts numerous features including: a Customer Data Platform, True Intent Retargeting, Shoppable ads and more.
Goals
The Home Depot Canada is rapidly growing and enhancing their in-house tech stack. Having already chosen Contobox as their platform for display creative and personalization they began testing them for one of their most lucrative tactics: retargeting.
The Home Depot Canada was using an industry leader in the space. After a few successful pilot trials they decided to run a 12 week A/B test to see which platform could edge out the other at segmenting audiences and optimizing the creative to improve return on ad spend (ROAS).
With a 50/50 split of the budget Contobox set out to prove that their True Intent Retargeting methodology, data-driven creative templates, API integration, business logic and multivariate testing could optimize to produce superior results.
Challenges
To make sure they were not limiting their sales opportunities The Home Depot Canada connected their eCommerce API to the platform to retarget users with the most up-to-date inventory, pricing, and product information based on location. This made their data-driven display an extension of their store enabling personalization at scale. Contobox ads offered over 180K products compared to 1K from the competitor.
One common retargeting challenge is wasting budget on uninterested visitors. By utilising Contobox’s intent tracking technology The Home Depot Canada was able to rank visitors by interest and intent. Consumers that expressed higher interest were retargeted with that specific product. Lower interest users were recommended other products determined by machine learning.
All this audience and product data gave Contobox’s machine learning capabilities a lot to optimize, including categories like “Interested in products under $50” and “Most added to cart”. This resulted in millions of personalized creative variations.
Results
Contobox succeeded in out-optimizing the competition. Contobox’s optimizations grew ROAS over 14% while also increasing the average cart size by over 37% from week 1 to 12. Whereas the competitor’s ROAS decreased by over 65% and their cart size shrunk by almost 14%. Overall, Contobox produced 5% more revenue than the competition.
Not only did performance exceed that of the competitor, but The Home Depot’s internal team evaluated Contobox’s DCO with high marks against technical innovation, performance optimization, collaboration and creative adaptability. Ultimately winning Contobox The Home Depot Canada’s account.
Creative
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