Activity
Using our in-house data products, we analysed the full extent of JML’s historical data across its products, channels and internal costs. The insights gleaned from this work enabled us to make smart media decisions and implement a data centric strategy.
Putting this all into action, we began by building a bespoke client dashboard using our proprietary data platform, MIDAS (MI’s Data Attribution System), to assimilate JML’s historical channel data with product information. After undertaking a thorough audit of JML’s current account status, we identified issues that required immediate attention and improvement.
We implemented a methodical restructuring process to streamline our efforts towards driving sales and revenue. We adopted a focused approach towards keyword targeting, conversion tracking and removed auto recommendations, introducing tailored negative keyword lists to refine ad spend and improve relevancy. Following the restructure, we ran ‘sweet spot tests’ measuring the impact on sales and profit so we knew what which products we could then gradually introduce to drive profitable growth.
Our approach across both PPC and Shopping laid the groundwork for optimal performance as we hit JML’s critical peak sales period in our third month working together.
