Campaign Optimization ROAS

A retailer was investing heavily in branded search, even as the greater growth opportunity sat beyond demand it had already captured. By redirecting budget toward non-brand campaigns, introducing a disciplined testing approach and optimizing the paid and organic media mix, the business increased return on advertising spend by 35%, raised average transaction value by 28% and grew the organic channel to 45% of sales.
Retail associate handing a click-and-collect shopping bag to a customer holding a smartphone inside a bright multi-category store.
ROAS
+35% return on advertising spend
Transaction value
+28% average value per transaction
Organic sales
45% share of total sales
Optimization cadence
Repeatable media-mix routine
Retail employees scanning products and packing online customer orders in a bright store fulfillment area.
From brand spend to performance: +35% return on advertising spend

A performance-led reallocation of digital marketing investment helped the retailer reach demand earlier, improve the value of each transaction and create a stronger balance between paid activity and organic sales.

Brand-heavy spend was leaving sales-driving non-brand demand under-served.
目的
The initiative set out to redirect marketing budget toward non-brand campaigns and optimize the digital media mix around sales performance. That meant moving investment beyond branded terms, strengthening the relevance of non-brand demand capture and establishing a more disciplined way to test and refine campaign decisions across paid and organic activity.
機会
Budget concentrated on brand terms was supporting demand the retailer had largely already won. The stronger opportunity was to compete for customers earlier in the discovery journey, where non-brand searches could introduce new products and categories before preference was fixed. A coordinated SEO and SEM approach, supported by systematic A/B testing, offered a practical route to improve indexing, organic relevance and the contribution of each euro invested in media.
Spending where the sale was already won

The retailer needed to shift from a brand-heavy campaign model to a performance discipline capable of finding incremental demand, learning systematically and coordinating paid and organic channels.

主な課題
Retail campaign planners redistributing colored budget markers across product photographs, with most markers concentrated on one featured product.
1: Brand-heavy allocation
Digital marketing budget was skewed toward brand campaigns, limiting investment in demand that could drive an additional sale.
Shopper comparing unbranded running shoes with product search results on a smartphone inside a sports retail store.
2: Under-developed non-brand relevance
The non-brand keyword strategy needed greater depth to improve discovery, indexing and relevance beyond branded searches.
Retail content team preparing two alternative product photography sets, one neutral and one colorful, for campaign testing.
3: Inconsistent experimentation
The campaign process lacked a systematic A/B testing discipline for comparing alternatives and applying what worked.
Campaign specialist and visual merchandiser reviewing digital product performance beside an active retail display and store team.
4. Cross-channel coordination
The initiative needed to optimize the media mix while aligning SEO and SEM activity around paid efficiency and organic reach.
解決策
Reallocation, testing and SEO/SEM discipline

NTT DATA helped the retailer reorient its media investment toward non-brand demand, introduce structured experimentation and connect media-mix decisions with a stronger keyword and organic relevance strategy.

チェックアイコン
Performance-led budget reallocation

Investment was redirected toward non-brand campaigns so a greater share of the budget could focus on sales-driving demand.

チェックアイコン
Non-brand keyword strategy

The keyword approach was strengthened to improve indexing and increase relevance for customers searching beyond brand terms.

チェックアイコン
Structured A/B testing

Best practices and A/B testing were introduced to create a more systematic way to compare campaign choices and refine execution.

チェックアイコン
Integrated media-mix optimization

Paid media optimization was coordinated with SEO and SEM activity to balance return on spend with organic reach.

影響
More sales value from the same media budget

The optimized mix increased return on advertising spend by 35% and average value per transaction by 28%. Organic channels grew to represent 45% of sales, while the retailer established a repeatable routine for continuing to optimize its media mix across paid and organic activity.

注目の成功事例
デジタル化されたサービス管理による現場業務の強化と、コネクテッドワーカー技術による安全性の向上
すべての成功事例を見る
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小売
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