Here is Turkey's first approved & published IBQML global case study in a collaboration with Google & SEM & LCW

Cases

Here is Turkey’s first approved & published IBQML global case study in a collaboration with Google & SEM & LCW

Challenge:LC Waikiki aimed to better predict customer demand during the culturally significant Ramadan season. The goal was to leverage their first-party data (1PD) and Google Cloud’s Vertex AI to anticipate shopping behaviors prior to Eid.

97%

Increase in CVR (App engagement)

27%

Increase in ROI (YouTube Action)

20%

Decrease in CPA

Approach:The brand analyzed three years of historical Ramadan purchase patterns, accounting for variables like location and time of day. They focused on creating a specific user segment expected to purchase during the Ramadan 2024 period using a full-funnel marketing strategy.

Partnering with SEM:The team utilized historical Google Analytics 4 (GA4) and BigQuery data (using BQML) to model these Ramadan segments. They implemented automated customer match lists within Google to streamline the targeting process.

Results: Conversion Rate: Achieved a 97% increase in CVR. Return on Investment: Saw a 27% higher ROI on lower-funnel performance campaigns, including YouTube Action and App engagement. Cost Per Acquisition: Realized a 20% lower CPA in Demand Gen and GDN campaigns targeting upper-funnel “add-to-cart” objectives