Aquila

255% increase in omni-channel ROAS with CDXP tech

In the August ‘22 LCMAs (Lexer Customer Marketing Awards), Aquila won both First Prize and People’s Choice. Find out how we employed Lexer’s third-party CDXP technologies to help the premium men’s footwear brand acquire learnings that set the foundation for more high-converting Meta campaigns.

The Problem

Running a business with multiple streams of revenue and sources of traffic calls for a way to merge two worlds (of offline and online activity) together.

As we rarely expect clients to invest more without the confidence to do so, Lexer’s suite of tools elevated our partnership with Aquila – by providing additional data that paved the way for new innovative Meta campaigns, better tailored ad messaging, and boosted media spend.

Prior challenges included:

• Lack of visibility concerning the tangible reporting of digital marketing impact.
• Broad or generic segmentation that limited personalisation when looking to acquire and retarget customers through curated ad messaging that spoke to unique needs.
• Identifying high-value customers, and nurturing CLV post-purchase.

With the cookie-less future looming, brands that have been proactive about organising their customer data have the greatest head start when it comes to delivering relevant experiences that excite customers, drive loyalty and grow revenue. Through a combination of customer insight and clever marketing execution, DataSauce has demonstrated the power of using Aquila's best asset – their customers, to deliver future growth.

Kristy Malik
SVP Customer Success, Lexer
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Condensing a complex CDP program in a single sentence, what DataSauce did with Aquila and Lexer’s success team was: Unite disparate data and create a single source of truth for all customer information (e.g. demographics, shopping behaviour, what users buy and why).

Condensing a complex CDP program in a single sentence, what DataSauce did with Aquila and Lexer’s success team was: Unite disparate data and create a single source of truth for all customer information (e.g. demographics, shopping behaviour, what users buy and why).

Lexer’s CDXP enabled an enriched single customer view, and tying in Meta’s Offline Conversions API, we could now measure just how impactful online ads were by:

• Feeding both online and in-store purchase data back to Meta, and attributing this back to the specific campaigns and ads that played a role in customer journeys.
• Measuring the influence digital ads have on in-store sales with concrete data.
• Improving reporting, measurement and paid ad attribution – to then undertake better campaign optimisations with informed omni-channel strategy.

The Results

Enhanced insights that attributed an increase of 195% in store sales back to paid online ads, which meant Aquila was able to accurately report an increase of 255% in blended omni-channel ROAS compared to the previously estimated ROAS for online only.
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Total ad spend increased 400% YoY after Aquila was given the confidence to boost spend, knowing the true impact of paid online campaigns.
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“Without the visibility from the Offline API and Lexer, we could never paint the picture of influence paid social media advertising had on our offline sales, and be able to confidently increase our spend as significantly as we have over the last few months.”

Kiara Pecenko
‍Head of Marketing at Aquila

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Now equipped with cleaned, formatted, and continuously synced (to Meta and Google) transaction data, we have already begun restructuring future campaign plans and budget allocation. This comes in the form of granularly segmented custom and Lookalike audiences, innovative post-purchase campaigns, and heaps of other super secret ‘saucey' strategies.

After all, knowing is the first step to growing.

And we’re thrilled to have worked with Lexer in putting greater power into the hands of our clients, specifically through data-driven insights at every stage of the customer lifecycle.

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Interested in acquiring such in-depth, valuable insights for your business? Whether you dabble strictly in eCommerce, or have physical stores that need just as much love, attention and data reporting, DataSauce has you covered. Get in touch today.