{"id":61214,"date":"2023-09-01T17:05:08","date_gmt":"2023-09-02T00:05:08","guid":{"rendered":"https:\/\/zetaglobal.com\/?p=61214"},"modified":"2025-03-05T07:27:31","modified_gmt":"2025-03-05T15:27:31","slug":"ecommerce-boosting-roas-by-more-than-30-2","status":"publish","type":"insight","link":"https:\/\/zetaglobal.com\/resource-center\/case-studies\/how-samsung-leveraged-intent-based-segmentation-to-increase-roas-by-33\/","title":{"rendered":"How Samsung Leveraged Intent-Based Segmentation to Increase ROAS by 33%"},"content":{"rendered":"\t\t
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Case Study<\/span><\/p>

\"\"<\/p>

How Samsung Leveraged Intent-Based Segmentation<\/span> to Increase ROAS by 33%<\/h1><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

As one of the world\u2019s leading manufacturers of consumer electronics, Samsung is driven by an unyielding passion for excellence and an unfaltering commitment to develop the best products and services on the market. That passion and commitment is why Samsung builds more televisions and mobile phones than any other brand on the planet.<\/p>

\u00a0<\/p>

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The Results<\/h2>

To reach in-market customers with more relevancy and efficiency, Samsung turned to Zeta to build and target more valuable audiences through a highly focused, multi-channel campaign.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t50%<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\tincrease in click rates for direct orders \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t220%<\/span>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t\tIncrease in click rates for add-to-cart actions \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t
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\n\t\t\t\t\t\t\t\t\tincrease in ROAS vs classic segmentation\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The Challenge<\/span><\/p>

Difficulty Identifying High-Intent Prospects Leads to Wasted Media Spend<\/p>\t\t\t\t<\/h2>\n\t\t\t\t\t\t\n\t\t\t\t

In the fiercely competitive direct-to-consumer smartphone industry, Samsung is continually searching for innovative ways to outperform its rivals and expand its market share. To achieve their lofty growth goals, the marketing team sought to develop a cost-effective retargeting program that utilized real-time website activity to deliver personalized messaging and promotions across channels. Unfortunately, they struggled to accurately identify and target individual consumers based on their level of interest, engagement, and conversion likelihood which hindered their ability to implement strategic audience segmentation across their paid media channels.<\/p>\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t

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The Solution<\/span><\/p>

AI-Based Segmentation Accurately Determines Likelihood of Conversion<\/p>\t\t\t\t<\/h2>\n\t\t\t\t\t\t\n\t\t\t\t

To solve their segmentation issues, the marketing team at Publicis Media, on behalf of Samsung, turned to Zeta for help. By leveraging Zeta's AI-powered audience scoring model, which combines data from the Zeta Data Cloud with real-time pixel data from Samsung\u2019s website, the team was able to accurately determine the interest, engagement, and likelihood of conversion of individual consumers. This unprecedented level of granularity allowed Samsung to leverage intent-based audience segmentation across all paid media channels.<\/p>\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t

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\u201c<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

Innovations are the DNA of our business. We strive to use relevant tools and advanced solutions based on AI at all stages of development and promotion of our products and services. This allows the company to provide all users of our wide product portfolio with access to the latest technologies. We highly appreciate our customers and use this approach in marketing to form solely relevant and high-quality proposals for an interested audience.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
- Vsevolod Plokhov <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
CMO - Samsung Electronics <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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With Zeta’s help, Samsung was able to reach highly engaged, in-market customers at the moment they were most likely to convert, with personalized messaging and promotions tailored to their individual interests and needs. This approach proved highly effective, resulting in improved efficiency and effectiveness of Samsung’s marketing efforts. Compared to their previous segmentation strategy, Samsung experienced a substantial lift in ROI and conversion rates, including a 33% increase in ROAS and a 220% increase in \u201cadd to cart\u201d actions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\u201c<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t

Zeta gives us unparalleled media results \u2014 they over-achieved in terms of hitting our main goals. Thanks to these excellent results, we plan to expand testing to new segments in the next flight<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
- Elena Rusakova <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
Senior Digital Manager - Publicis Media<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Increase Marketing and Ad Spend Efficiency with Zeta<\/p><\/div>\n\t\t\t\t

Accurately determine the interest, engagement, and likelihood of conversion of individual consumers with Zeta\u2019s AI-based audience segmentation. To discover how Zeta can help harness the power of data-driven engagement and drive incremental revenue, contact your dedicated Zeta Sales or Account Representative today.<\/div>\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tRequest A Demo<\/button>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

See how Zeta made it easier for Samsung to reach in-market customers, thereby boosting ROAS and overall success.<\/p>\n","protected":false},"author":16,"featured_media":88382,"menu_order":0,"template":"","tags":[416],"insight-category":[2],"class_list":["post-61214","insight","type-insight","status-publish","has-post-thumbnail","hentry","tag-technology","insight-category-case-studies","industry-retail","industry-telecommunications","topic-data-and-identity-cdp","topic-programmatic-dsp"],"acf":[],"_translation_status_fr":null,"_translation_status_es":null,"_translation_status_en-gb":null,"_yoast_wpseo_primary_insight-category":"2","_yoast_wpseo_primary_category":2,"_wpml_media_has_media":"1","yoast_head":"\nHow Samsung Uses Intent Based Segmentation<\/title>\n<meta name=\"description\" content=\"Samsung partnered with Zeta Global to better target valuable audiences with intent based segmentation. 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