We reorganised the product categorisation in Joules’ PPC campaigns, enabling Forecaster to change the bidding strategy and adapt the campaigns in line with how customers were shopping the products.
We then set out to explore ways to strategically adjust marketing activity in line with customer behaviour, allowing us to maximise return on investment across all search channels.
In the initial year we used our industry-leading marketing intelligence platform, Forecaster, to fulfil Joules’ objective of being a data-led business, whilst also developing their multi-channel marketing in a range of innovative ways.
Our partnership with Joules over the first 12 months required us to thoroughly examine how, where and when budget is spent across all search channels, and be reactive based on how each product in each channel is performing. Fast forward four years and using Forecaster has continued to allow our teams to be innovative and strategic about how to manage each channel in conjunction with each other, which has in turn enabled us to ensure we generate revenue in the most cost-effective way possible.