Boosted Conversions & LTV Through Smarter Retail Audience Strategy

For a national retail client, I rebuilt the audience strategy from the ground up, leveraging behavioral segmentation, CRM integration, and smart ad sequencing. By introducing cross-category retargeting (e.g., recommending complementary products) and refining messaging by funnel stage, we delivered a 22% lift in conversion rate and a 48% increase in customer LTV. Strategic personalization turned intent into high-value outcomes.

S – Situation

A national retail brand was struggling to maximize the value of its digital media investments. Retargeting efforts lacked structure, first-party data was underutilized, and campaigns weren’t capitalizing on cross-category purchase behaviors, limiting personalization and long-term revenue potential.

T – Task

My goal was to revamp the audience strategy to improve both short-term conversions and long-term customer value by using more intelligent sequencing, CRM integration, and product-based personalization.

A – Action

I led a strategic overhaul using GA360 that included:

Segmenting users based on behaviors like product views, cart abandonment, and purchase history
Integrating CRM data to deliver personalized creative and offer logic
Implementing sequenced retargeting to serve different messages based on funnel stage
Activating cross-category targeting to recommend complementary or similar products
Applying frequency capping and exclusion logic to minimize waste and fatigue

R – Result

The strategy drove a 22% lift in conversion rate and a 48% increase in average customer lifetime value (LTV), turning underused data into structured, scalable performance gains.

T – Takeaway

Relevance drives results. By combining first-party data with funnel-aware sequencing and product-level intelligence, we created a personalized customer journey that increased both efficiency and revenue for the client.y strategically activating first-party data and rethinking retargeting through the lens of customer intent, we created a scalable framework that turned engagement into loyalty, and loyalty into revenue.