Case Study: How Webolytics Transformed GUS's Acquisition Strategy, Slashing Costs by 40%

15 Feb 2024
Case Study: How Webolytics Transformed GUS's Acquisition Strategy, Slashing Costs by 40%

Case Study: How Webolytics Transformed GUS's Acquisition Strategy, Slashing Costs by 40%


GUS, a major retailer, struggled with a persistently high cost of acquisition (COA). The ever-competitive market demanded efficiency, but their marketing efforts weren't hitting those crucial cost-effectiveness targets. Implementing Webolytics, a cutting-edge data analytics platform, turned out to be the game-changer they desperately needed.

Understanding the Pain Points

Before deploying Webolytics, GUS experienced a few key challenges:

  • Siloed Data: Their marketing campaigns, website analytics, and customer data lived in separate systems, obscuring the bigger picture of customer journeys and hindering comprehensive analysis.
  • Poor Targeting: The lack of actionable insights made it difficult to target the right audiences, resulting in wasted ad spend and lower conversions.
  • Inefficient Resource Allocation: With limited visibility into ROI, GUS struggled to effectively allocate marketing budgets across different channels and campaigns.

Webolytics to the Rescue: Delivering Data-Driven Insights

Webolytics helped GUS address these challenges through:

  1. Centralised Data Platform: All customer touch-points and campaign data were integrated onto a unified dashboard, finally providing a holistic view of customer behaviour.
  2. Advanced Analytics & Segmentation: Webolytics utilised machine learning algorithms to uncover hidden patterns in customer data. This empowered GUS to create micro-segments of their audience based on shared interests, behaviours, and demographics.
  3. Predictive Modelling: Analysing past purchase history, web interactions, and demographics, Webolytics built predictive models. These models identified users who were most likely to convert, helping GUS focus on higher-potential leads.
  4. Campaign Optimisation: Webolytics offered insights into every stage of the customer journey. This informed real-time optimisation of ads, landing pages, and offers. Continuous A/B testing refined targeting and messaging.

The Transformation: Tangible Results

Webolytics's data-driven approach delivered the following impressive outcomes for GUS:

  • 40% Reduction in COA: Precisely targeted campaigns and optimisation resulted in a 40% drop in the cost to acquire new customers.
  • Boosted Return on Investment (ROI): Better ad allocation and channel focus yielded a higher ROI. This made their marketing strategy far more profitable and scalable.
  • Improved Customer Experience: Tailored messaging and relevant offers increased customer satisfaction and engagement.

Key Takeaways

GUS's story highlights how powerful data analytics can be:

  • Data Unlocks Growth: A comprehensive understanding of customers reveals the path to lower acquisition costs and boosts the success of marketing efforts.
  • Precision is Paramount: In today's market, personalisation matters. Using data to tailor every interaction ensures you're reaching the right audience at the right time with the right message.
  • Data-Driven Optimisation: Constant analysis and experimentation lead to steady improvement over time, maximising success across every channel.


GUS's partnership with Webolytics shows the potential of a data-driven approach to reshape your marketing strategy. If high customer acquisition costs are eating into your profitability, investing in a robust analytics platform could be the turning point towards greater efficiency and future growth.


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