CASE STUDY
How OneIngage Helped Arçelik Unlock the Power of 1st Party Data?
About
Arçelik is a global technology company headquartered in Türkiye, operating in the home appliances and durable consumer goods sector.
Industry
Durable Consumer Goods / Home Appliances
Company Size
40,000+ employees, operations in more than 50 countries
Founded
1955
Challenge
- Fragmented Customer Data: Customer data collected from online and offline channels existed in a fragmented structure, making it difficult to fully leverage audience segmentation.
- Need for Value-Based Targeting: Standard performance campaigns often focus on generating low-cost traffic, while Arçelik’s primary objective was to maximize high-value conversions and ROAS.
- Scalable Campaign Optimization: Campaigns running across Video, Search, and Performance Max required a unified data-driven strategy to optimize performance consistently.
Solution
- Data Integration and Segmentation: Online and offline customer data were unified and deduplicated to create high-value audience segments.
- Value-Driven Media Strategy: Media investments were strategically reallocated, and higher CPCs were accepted when necessary to reach high-potential audiences and maximize conversion value.
- Cross-Campaign Optimization: Video Action, Performance Max, and Search campaigns were optimized using data-driven insights to improve engagement, conversion rates, and ROAS.
Results
Ad Investment
14
%
Conversion Value
267
%
ROAS
221
%
PMax Clicks
56.73
%
