Sport 24 uses Raptor’s Customer Data Platform (CDP) to unify their customer data across all their channels and platforms.

One of the channels that Sport 24 activates audiences in is Facebook and they have achieved a general performance lift of 50% on ROAS.

Sport 24 has come a long way by using Facebook’s pixel to retarget website visitors, but that does not provide a full overview of the customers in terms of how they behave across Sport 24’s different channels and platforms.

  • A customer that buys a lot online, might seem like a high-value customer, but if the customer always returns their products in a Sport24 store, then they are in fact a low-value customer for Sport 24
  • Is it in some cases better to reach out to the customer through email as the customer usually opens all emails and use the paid media spend on other customers?

Today, Sport 24 is using Raptor’s CDP to create their audiences based on their customer data to reach both existing customers that they want to repurchase but also new potential customers orchestrated across channels.

How?

By unifying all their customer data in the Raptor CDP, Sport 24 can define their audiences based on their first-party customer data.

The results

When using Facebook-generated audiences Sport24 usually has a ROAS of 17-20 which is by most standards is a really great performance level – since they started modeling their audiences based on the customer data they usually have a ROAS 30-35 – a 50% increase in performance!

In this particular case, they achieved a ROAS of 35.58.

Facebook x Raptor

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ROAS

The audience created in Raptor’s CDP consisted of a target group of 81.000, that all meet the requirements which Sport 24 had set to be a part of their segment.

To be more specific they are actual Sport24 customers that buy products in this category across Sport 24’s physical stores and their website – without returning the products again.

The campaign was in this case a “one day campaign”, so Sport 24 only reached 29.000 of the potential 81.000.

The results showed significantly better-performing ads with CDP generated audiences than they are used to and furthermore, Sport 24 can use the audience created in Raptor’s CDP and synchronize it into Facebook to create “lookalike” audiences to reach new potential customers based upon the powerful “lookalike”-engine within Facebook.

The lookalike audiences created by the CDP reach more customers and are therefore much more detailed and truer to the original specifications, than what you’d get from deducting manually what a segment would look like.

Now, all of Sport 24’s Facebook campaigns are based on their customer data and audiences from Raptor’s CDP.

Key takeaways

While Facebook has an enormous user database with tons of metrics, Sport24, using the Raptor CDP, has extremely precise purchase and behavioral data from its platform. They can target the right people that also make purchasing decisions in the household while timing the targeting to a specific audience that statistically are in the market for Sport24’s products.

  • There is a lot of value in structuring and working with your customer data and segments across channels

  • Use your customer data to improve your lookalike audiences on Facebook and Google

  • Structure and coordinate customer communication across channels and communicate with your customers on their premises