How to optimize CPO by identifying marketing budget waste
Spedire.com is one of the biggest sellers in the shipping industry in Italy.
It had an Omni channel strategy with 10 different campaign types.
THE PROBLEM: They wanted to increase their investments in the right channels to grow more rapidly but they couldn’t see which campaigns were generating incremental sales and which ones were not.
Spedire adopted Cassandra to learn quickly what campaigns were wasting money.
Cassandra connected to all of their marketing sources and detected marketing inefficiencies in their marketing mix.
The first one was Meta:
- it attributed to itself, conversions from recurring clients
- this led to over-attributing 75% of the conversions that were tracked
Thanks to Cassandra, the team reduced the budget on Meta and reallocated it to Google search right the way.
The team removed our email list from Meta’s targeting to optimize Meta’s performances.
This change in strategy allowed Spedire to maintain the same amount of investment with a Cost per order reduced by 30%
Cassandra is now suggesting to us how to increase our investments and grow.