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Polarn O. Pyret –  Maximising profit through automated recommendations

Automation Marketing evaluation

In today’s rapidly changing economic landscape, businesses are grappling with the task of optimising marketing budgets as customer confidence and retail sales take a hit. To tackle this challenge, Polarn O. Pyret leveraged one of Precis Digital’s tools, the Budget Optimiser. Automating the analysis of marketing spend, the tool empowered Polarn O. Pyret to make well-informed decisions regarding the allocation of their marketing budget in a significantly shorter timeframe.

In Polarn O. Pyret’s quest to answer the crucial question: “How should we best allocate our budget?”, the Budget Optimiser helped the client gain insights and recommendations. Based on their historical data and applying various algorithms and models, the solution determines the estimated return at different levels of spend.

Despite the move to a new website and a resulting drop in organic traffic, the Budget Optimiser was able to make up this shortfall with a significant increase in traffic from paid sources.

What is the Precis Budget Optimiser?

The Precis Budget Optimiser is a tool that helps marketers gain insights and recommendations on how to allocate their marketing budget effectively. It works by analysing historical data and applying various algorithms and models to determine the estimated return at different levels of spend. It takes into account factors such as campaign performance, conversion data, and attribution models to calculate the potential impact of different budget allocations. Based on this analysis, it provides recommendations on how to distribute your ad spend to achieve the best possible return on investment.

By tailoring the Budget Optimiser solution to Polarn O. Pyret’s needs, we were able to estimate the impact of a budget increase on sales. Over a three-week period, the client experienced the following:

Increase in traffic

77%

Increase in revenue

123%

Drop in ROAS

10%

  • The Precis Budget Optimiser allows us to identify opportunities and be flexible with our budget allocation across markets, channels and campaigns. This greatly reduces the amount of time spent analysing marketing spend and minimises potential lost revenue for us as clients.

    Björn Holmkvist
    Head of Digital Marketing Polarn O. Pyret

Success factors

1. Predicting budget increase’s impact on sales

By tailoring the Budget Optimiser solution to their needs, we projected scenarios such as a 20% budget increase to estimate its impact on sales. This precision allowed us to gauge whether the budget adjustment met their sales goals. This collaboration empowers Polarn O. Pyret to refine their marketing strategies, confidently channelling resources where they deliver concrete results.

2. Budget flexibility across markets & channels

The Budget Optimiser allows Polarn O. Pyret to allocate budgets dynamically across different markets and channels based on performance insights. The ability to adapt and reallocate budgets based on emerging opportunities or underperforming areas enables Polarn O. Pyret to optimise their marketing investments in real-time. This flexibility ensures that the Budget Optimiser remains adaptable to changing market conditions and channel performance, resulting in improved efficiency and campaign effectiveness.

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