The Challenge
During a high-stakes selling season, a national DTC brand needed its Meta campaigns to deliver—not just reach, but return.
Despite a loyal customer base and steady acquisition efforts, campaign efficiency had stalled. Their segmentation strategy relied on broad audiences built with third-party attributes and generic interest categories. It cast a wide net—but not a precise one.
Conversion rates plateaued. Ad spend was spread across high- and low-intent users. And without clear signals indicating who was most likely to convert, the brand couldn’t focus spend where it mattered most.
The Strategy: Predictive Audience Segmentation
To sharpen performance, the team turned to Predictable, Actable’s library of AI-modeled audience segments.
Rather than relying on legacy third-party targeting, they deployed pre-built predictive segments across both acquisition and retargeting. These segments were modeled using behavioral signals, customer value, and conversion propensity—making audience selection smarter from the start.
In acquisition campaigns, Actable provided:
- High LTV segments
- High purchase propensity segments
- Smart acquisition seeds for lookalike expansion
In retargeting, the brand excluded customers flagged as high churn risk—reallocating budget to audiences more likely to engage and convert.
The Results: ROI Without Added Complexity
The predictive analytics offering plugged directly into the brand’s existing activation strategy—no engineering lift required.
Performance gains followed quickly:
- Acquisition Campaigns
- 12% increase in conversion rate
- 25% decrease in CPA
- 8% increase in ROAS
- Retargeting Campaigns
- 48% increase in conversion rate
- 13% decrease in CPA
- 11% increase in ROAS
- Total ROI: 25x
By shifting from broad targeting to predictive audience segmentation, the brand increased efficiency, improved return on spend, and maximized performance—without needing to increase budget or delay deployment.
Why It Worked
This strategy delivered because it was built on intelligence, not instinct.
Actable offered more than new audience segments—we delivered a smarter approach to paid media. With AI-powered insights, fast deployment, and no additional tech investment, the brand was able to optimize quickly and effectively.
They didn’t have to wait for internal data science teams or invest in custom modeling. They just needed results—and our models delivered.
The Takeaway for Performance Teams
If your team is still relying on broad segments, static lookalikes, or outdated audience strategies, you’re leaving performance on the table.
Actablehelp brands cut through the noise and focus spend where it counts—on the audiences with the highest potential to convert.
See how predictive segmentation can improve your next campaign. Schedule a call.
