Smart Audience: A new way to re-engage lapsed customers

In 2017, Criteo launched the Commerce Marketing Ecosystem to help online advertisers compete with Amazon.

To support this new vision Criteo launched 2 new products:

• Criteo Customer Acquisition: to help advertisers acquire new users
• Criteo Audience Match: to help advertisers use their own CRM data to re-engage customers

Criteo Smart Audience, the product pitched in front of the internal Angel Committee, aimed at completing this offering of products by :

• Giving the option to Advertisers who don’t have the knowledge to analyze their own data and come up with their own segments of customers, to simply select one of the Criteo’s proposed Custom Audience Campaigns
• Allowing advertisers to estimate the long term ROI of their marketing campaigns, in addition to the short term ROI, to make the right decisions depending on their marketing strategy

To create the segments of customers, we partnered with Advertisers who shared with us the history of purchases of their customers that we translated into transition probabilities.

The idea has been well received by the product team and the advertisers we partnered with.

This is a good example that shows how a Business Data Analytics team could leverage its business knowledge together with its data analytics skills to influence a product roadmap.