May 26, 2025 48 reads

Father’s Day E-Commerce Strategies: How to Identify the Right Target Audience

Father’s Day E-Commerce Strategies: How to Identify the Right Target AudienceFather’s Day is one of the key seasonal campaigns where sales volumes significantly increase. However, leveraging this opportunity today means more than just offering a discount or promoting a product — it’s about understanding your audience and building emotional connections.In today’s competitive environment, identifying the right target audience is a must to use your budget effectively and boost conversion rates.What Do the 2024 Insights Tell Us? Father’s Day e-commerce revenue in Turkey increased by 32%. The average cart size ranged between 2,500 – 3,500 TRY. 67% of consumers said they planned to buy a Father’s Day gift. In the EMEA region, Google data showed a 22% rise in purchase intent and a 34% increase in ad investments. 1. Target Gift Givers — Not Just DadsAlthough the campaign seems to focus on “fathers,” most purchases are driven by different profiles: Women aged 18–35 (especially daughters and spouses) Young adults who value family gifting Loyal customers from CRM segments Adults shopping for themselves ? Strategic Insight: On Meta and Google Ads, create custom audiences like “parents,” “active shoppers,” or “users with gift-buying intent.” Use Customer Match to retarget existing users and expand reach with lookalike audiences.2. Enrich Demographics with Behavioral SegmentationDemographics (age, gender, income) are just the start. Behavioral and psychographic data take your targeting to the next level. During Father’s Day, users often behave in three main ways: Last-minute shoppers: Prioritize fast delivery guarantees Deal seekers: Stay alert for promotions Emotional buyers: Respond to message tone and storytelling Yandex data: 71% of users recall ads better on mobile; 53% are likely to buy from in-app experiences. Google data shows increased views of gift-related content on YouTube.? Strategic Insight: Use CRM and first-party data to segment app users and reach them with push notifications and personalized banners. While app users are closer to purchase, YouTube audiences watching “gift ideas” content are still in the discovery phase — ideal for awareness-stage video ads.3. Match Product Types with Buyer Profiles Product Category Buyer Profile Clothing / Accessories Female users (especially daughters) Personal Care Spouses, young adults Tech Devices Young men, high-income groups Perfume & Grooming Experience-oriented consumers Dinner / Experience Gifts Urban, upper-middle-class users ? Strategic Insight: Tag “Father’s Day” collections in your product feed. Use “Father’s Day Best Sellers” for campaign targeting and remarketing. Don’t forget to retarget visitors who browse these collections.Google also reports that 79% of gift-related searches are non-branded — showing that users are still undecided. Inspirational content like gift guides or curated collections plays a critical role at this stage.4. Retarget Using CRM and Past Campaign Data Users who viewed or added items to cart but didn’t purchase Shoppers from past Father’s Day campaigns Customers who’ve purchased from men’s gift categories Dormant users with reactivation potential ? Strategic Insight: Use RLSA in Google Ads for more aggressive bidding Create lookalike audiences in Meta to scale retargeting Send personalized emails like “You bought this last year…” to increase loyalty and cross-sell ConclusionSuccess in Father’s Day campaigns comes not just from what you sell — but who it’s for, when, and how it’s offered. These targeting strategies go beyond budget efficiency to generate real business results: Focusing on gift-givers improves emotional engagement and CTR Behavioral segmentation enables personalization and higher conversions Matching products with buyer profiles ensures better ad spend returns CRM-based retargeting reduces CAC and improves CLTV With this segmentation-first approach, you can: Acquire higher-quality traffic at lower costs Engage users with high purchase intent at the right time Turn campaigns into loyalty-building brand experiences ? Still wondering where to start your Father’s Day campaign? The first step might be redefining your audience.

Jun 27, 2024 1266 reads

The Power of AI and Automation at AnalyticaHouse

We are delighted to announce that AnalyticaHouse has been selected as a finalist for the coveted “Best Use of AI in Search” award at the European Search Awards 2024!The Fusion of AI and Automation at AnalyticaHouseAutomation plays a crucial role in enhancing our efficiency at AnalyticaHouse. By automating controllable and standardized operations, we can redirect our efforts toward more creative and strategic thinking. The systems we’ve established reduce our daily workload, allowing us to engage more deeply with the core concepts that define marketing.We have begun integrating AI into our automation processes, particularly leveraging developments from OpenAI and the user-friendly nature of its API. This integration brings the creative power and processing capacity of AI into the workflows at AnalyticaHouse.Today, we’ll discuss one of our projects in this realm—the system we developed for SOVOS Turkey, which has made it a finalist at the EU Search Awards 2024.Leveraging AI to Overcome Marketing Challenges in a Digital AgeIn today’s world, the attention spans and engagement thresholds of users are diminishing day by day. Accelerating technology and intensifying competition make capturing a user’s interest at the first point of contact increasingly challenging. Coupled with the constantly evolving user psychology and desires, crafting marketing communications that adapt to changing consumer behaviors presents a significant challenge.At this juncture, we have merged traditional technologies with the power of AI to create a system that understands user needs and psychological states in real time. This system enables us to identify evolving user personas and generate personalized advertising communications that dynamically adapt to these changes.Revolutionizing Ad Strategies with AI and Real-Time DataAt this stage, we created a Google Sheets document to organize all data and feed Google Ads with the generated ad copy.Using Ads scripts, we identified other search terms that the user group interacted with. Furthermore, the script provided age and gender distribution data for this user group, helping us understand the predominant demographics.Through Apps Script, we fetched location and interest data for the relevant user group from GA4 and organized these into tables for persona creation.Additionally, using the SERP API, we retrieved the most frequently searched topics and terms by this user group from Google Trends and added these to our persona table.We also fed this structured data into the OpenAI API and GPT-4 Turbo script using Apps Script. Thanks to predefined business criteria and relevant signals, GPT-4 Turbo was able to generate a detailed persona.After the Persona Creator script outputted the persona, it was re-inputted into GPT-4 Turbo along with the target main keyword, requesting five unique keywords for this persona. The brief given to GPT-4 included dopamine-triggering communication and neuromarketing techniques suitable for B2B marketing, thus enhancing the impact of the generated ad copy.The ad texts produced were then applied to relevant ads through Google Ads Customizers and updated weekly to ensure the data reflected current user behavior and demographics, allowing for dynamically tailored ad copy.Comparatively, against a static generic ad, the dynamic ad demonstrated a 27% increase in CTR, a 20% reduction in CPC, and a 40% rise in conversions over the testing period.Evolving with AI: Shaping the Future of Digital MarketingThe world is changing at an increasingly rapid pace, and this acceleration is set to continue. The ease of use of artificial intelligence, as in various industries, has led to rapid changes in the world of digital marketing as well. The enhancement and optimization of traditional technological approaches, when combined with AI and reinforced with validated knowledge, offer incredible potential to keep pace with this changing world and match its speed, perhaps even helping to create the new.“In today’s world, executing user-centric marketing operations and being able to optimize them instantaneously based on changing signals carries great significance for achieving both strong performance and cost-effective marketing spend.Our approach in this project not only highlights the contributions and value of personalized marketing operations but also demonstrates how we can leverage the most advanced technological solutions of the new world in familiar and simple ways. This endeavor may inspire brand-new projects and ideas, and it sets a new benchmark for personalized marketing and the use of AI in the digital marketing realm.At this transformative moment, we, the AnalyticaHouse team, are both inspired and emboldened by the recognition and appreciation this work has received from a prestigious and respected organization like the European Search Awards. It has been a source of great pride for us and has fueled our motivation on this journey towards the next: to the future.”Project Owner | Emrecan Karakus - Performance Marketing Manager @AnalyticaHouseBeing selected as a finalist at the European Search Awards is a profound validation of the strategies we’ve deployed and the innovations we’ve cultivated along this path. As an organization, we take great pride in the achievements of our team and the milestones we’ve reached together.This project is a snapshot of our overarching methodology, showcasing the exceptional service we deliver to our clients and customers. Our diverse team spans Performance Marketing, Data Science, Product Analytics, SEO, Media & Planning, and Marketing Communications forming a cohesive unit dedicated to overseeing and enhancing every aspect of our clients’ marketing strategies. With this integrated approach, we not only help our clients meet their goals across various industries but also drive them toward pioneering outcomes by implementing operational and strategic initiatives that lead the market and foster innovative solutions.

Oct 18, 2023 1156 reads

Key Steps of Our Black Friday Success

Have you ever wondered about how AnalyticaHouse consistently succeeds on Black Friday? Here's a breakdown of the steps our teams take to make sure Black Friday is a prosperous day for us.Getting Ready for the Sale: The 80% RuleWe strongly believe that the key to doing well in big sales events is getting ready beforehand, which accounts for about 80% of the effort. So, what are the important things we focus on when getting ready for the big day? What are the things we can't afford to overlook? Here are the major steps we take:The Basics: Accurate MeasurementFirst off, accurate measurement is essential. It's not just about keeping an eye on things; it's about giving our systems the right information they need to work effectively. Think of it like the difference between randomly trying to catch fish in the sea and fishing in a pond where you know the fish are.Ready, Set, Go: Checking if We're PreparedNext, we need to make sure we're prepared. Do we have enough of the things people want to buy? Are we selling what people are looking for? Is our website ready for the extra people visiting it on Black Friday? Have we told our customers about any possible issues, like if things might take longer to ship? We need to be sure about these things before we start.Advertising and Strategy: Making Plans and Being SmartWe also can't forget about our plans and how we're going to tell people about our products. Are our ads clear and interesting? Have we worked with the right places to let people know about our sale? Do we know where our customers are online, and are we reaching out to them there? And, of course, have we got our special offers and reminders ready? We've got to plan all of this in advance.Putting it All Together: The Recipe for SuccessOver time, we've seen that when we get all these things right, our sales go up a lot on Black Friday. So, here's to a great sales season for everyone!

Oct 18, 2023 1050 reads

Promising Predictions of Black Friday and Cyber Monday 2023

As Black Friday draws near this year, the excitement and anticipation are running high, much like in previous years. Our team's successful management of advertising campaigns last year has set the bar high for our expectations this time around.Impressive Results from Last YearIn the previous year, we achieved exceptional results, with a remarkable 208% increase in revenue and a significant 40% boost in sales when compared to the previous year. We gathered this data by analyzing the performance of our Black Friday campaigns across five different e-commerce platforms. These achievements stand as a testament to our ability to adapt and grow, even in the face of challenges.Predicting Changes in OpportunitiesLooking ahead to this year, we foresee a shift in the landscape that may present even more promising opportunities compared to the previous November. Some brands and marketplaces are expected to reduce their Black Friday investments, which could lead to a more level playing field and increased expectations for us.Critical Preparations for SuccessIn the world of digital marketing, success hinges on meticulous planning and seamless execution. To ensure a smooth journey from campaign setup to the November launch, thorough preparations are essential. This involves paying close attention to every detail, with a particular focus on elements that have a significant impact. To set the stage for success, it's highly advantageous to have preparations such as measurements, campaign setups, media ad bookings, and content editing well in advance, ideally several months before the big day. This approach simplifies tasks and allows us to focus our efforts when the crucial November period arrives.A Positive Outlook for the FutureWith these preparations in place, the outlook for this year appears highly promising. We could potentially witness a doubling of our sales and a four- to five-fold increase in revenue. It's important to note that these estimations are optimistic and the actual results may exceed them significantly. Factors like our product range, inventory depth, and brand visibility will play crucial roles in determining the final outcome. These estimations provide a general overview, and the real results could surpass them even more substantially. ?

Mar 5, 2023 2099 reads

What is Enhanced Conversion Tracking?

One of the most important aspects of performance marketing is being able to measure campaigns accurately. Properly measured campaigns give you the chance to bid more precisely and target more effectively. However, your data is not always measured correctly. This can negatively impact your campaign performance and all related efforts. What you need here is a feature that allows you to track your data as close to accuracy as possible.It’s a fact that the work you do in Google Ads and the data you see on your analytics platform never fully match. If you want to improve the accuracy of your Google Ads data and make your subsequent optimization steps more precise, the first thing you should do is enable Google Ads’ Enhanced Conversions feature.What Is Google Ads Enhanced Conversions?Enhanced conversions are designed to increase the accuracy of your data in Google Ads. The goal is to take the first-party customer data that users leave on your website, hash it with a one-way algorithm, send it to Google, and thereby improve your existing conversion tracking measurements. Throughout this process, customer privacy is maintained and user data remains anonymous. First-party customer data is hashed before being sent to Google, and then matched to signed-in Google accounts to enhance the metrics you track as campaign conversions.How Do You Benefit from Enhanced Conversions?One of the greatest advantages of enhanced conversions is that they reduce uncertainty about which actions are most effective and deliver results, while also helping you move forward with more concrete data. This enables Google to improve the optimization of your campaigns. So, what are the benefits for you?1. Helps you better analyze the journeys of your existing and potential customers. 2. Enables you to progress your campaign-focused optimizations more accurately using enhanced conversion data. 3. Allows you to target campaigns with more precise data.How Does the Enhanced Conversions Process Work?Let’s illustrate the process with a concrete example. Imagine you sell shoes on your website. A visitor first clicks your ad on their work computer but doesn’t make a purchase. Later, they log in with their personal email on their phone and complete the purchase. The data collected in this scenario (email, phone number, etc.) are first-party data and are shared with Google. When the visitor clicked your ad, they used their work email. One method of verifying email identity is phone verification. The phone’s authenticator helps match the phone number used during the purchase to the work email. Thanks to enhanced conversions, this user is recorded as a single user by matching the first-party data. Without enhanced conversions, the visitor’s actions from different accounts would not match, and Google would record two separate users. Depending on the type of enhanced conversion used, the algorithm processes the data in different ways to improve measurement. Google summarizes this process as follows: Source: https://support.google.com/google-ads/answer/9888656?hl=en-GBWhy Use Enhanced Conversions?Enhanced conversions offer many benefits. If you’ve struggled with mismatched analytics and Google Ads data before, you know how valuable accurate data is. As privacy regulations tighten, it becomes harder to access user data. Enhanced conversions increase advertisers’ chances of obtaining first-party user data. More Conversion Data: With current privacy laws and third-party cookie restrictions, a lot of data goes unmeasured. Enhanced conversions’ hashing algorithm makes much of that data trackable. More Reliable Data Analysis: Campaigns based on enhanced conversions can be used more securely. In Google Ads, “data-driven attribution” and smart bidding strategies enable much more effective optimization decisions. First-Party Data: Privacy laws have severely restricted third-party data. Instead of relying on less reliable third-party data to measure conversions, using first-party data is a safer approach.Setting Up Enhanced Conversions in Google AdsBefore implementing enhanced conversions, the first step is to ensure compliance with the Google Customer Data Policies. Once that’s confirmed, you can set up enhanced conversions in several ways.1. Setup via Google Tag ManagerFirst, go to Tools & Settings > Conversions in your Google Ads account. Select the primary conversion action that matters most to you and click it. Under “Enhanced Conversions,” click “Turn on enhanced conversions” and select “Google Tag Manager.” Then use the “Check URL” feature to verify whether the Google tag is installed on your site. After that, follow the instructions here to complete setup in Tag Manager.2. Setup via CodeYou have two options for code-based setup: CSS Selectors: If the thank-you page already contains first-party user data, no additional code is needed. Google scans the page for that data to process enhanced conversions.The guide linked above details how to configure enhanced conversions using CSS selectors. JavaScript: If the customer data are defined as JavaScript variables on the conversion page, you can map those variables in the enhanced conversions snippet. The same guide provides detailed instructions for implementing enhanced conversions via JavaScript. Finally, you can use the Google Ads API to send first-party customer data as conversion adjustments. For details, see the API documentation.Troubleshooting After SetupIf enhanced conversions don’t work after setup, verify your configuration.1. Are Enhanced Conversions Working?Once set up, it can take a few days for data to appear. Check the “Status” column for progress. You can also click into the conversion action and view the “Diagnostics” tab for details. 2. Verify Global Site TagWhen configuring enhanced conversions with the global site tag, you may see a “Tag Not Detected” error. This often occurs if the URL is entered incorrectly or if the tag isn’t implemented on your site. Ensure that the enhanced conversion steps are configured via GTM or gtag.js correctly.Key Points About Enhanced Conversions- Data collected via enhanced conversions are fully anonymous. You cannot identify which specific users performed actions via your ads. Enhanced conversions do not grant access to personal data. - Enhanced conversions only work for the conversion actions you have configured. - More and more accurate data is always better for advertisers. Given current laws and restrictions, the enhanced conversions feature provides you with far more—and far more accurate—data than you’d normally obtain. Understanding which conversion events your ads influence in the customer journey provides invaluable insights. - You can easily set up enhanced conversions from your Google Ads interface. It’s a one-time setup per conversion action, not per campaign, which is sufficient to start measuring.

Nov 18, 2022 6389 reads

10 Google Sheets Tips That Will Make Your Life Easier

Google Sheets (formerly Spreadsheets), a fully integrated product of Google, is used today in many fields and for many tasks. The widespread use of this tool is due to the usefulness it offers to its users, its compatibility with other tools and programs, and its many functions. In this article, we have given tips on how to use the Google Sheets tool more effectively and efficiently.What Is Google Sheets?Google Sheets is undoubtedly one of the most important programs that make our lives easier, especially if you work in a company that uses Google tools or in an industry where you are constantly interested in dynamic data. Sheets, which is also compatible with Microsoft Excel, is one of the most important parts of Google Docs. It is a type of Spreadsheet with numerous services such as editing complex data, and the possibility of common use thanks to its online-based nature.History of Google SheetsGoogle Sheets is from XL2Web, a web-based spreadsheet application developed by 2Web Technologies, founded by Jonathan Rochelle and Farzad "Fuzzy" Khosrowshahi. XL2Web was acquired by Google in 2006 and turned into Google Labs Spreadsheets. On June 6, 2006, a test version was released for a limited number of users on a first come, first served basis. The limited testing was later replaced with a beta version that was made available to all Google Account holders at about the same time as the release of an official announcement press release.In March 2010, Google acquired the online document collaboration company DocVerse. DocVerse allowed multi-user online collaboration on Excel-compatible documents as well as other Microsoft Office formats such as Microsoft Word and Microsoft PowerPoint. Improvements based on DocVerse were announced and deployed in April 2010. In June 2012, Google acquired Quickoffice, a free proprietary productivity suite for mobile devices. In October 2012, Google Spreadsheets was renamed Google Sheets.If that much general culture is enough, let's get to the tips.10 Google Sheets TipsGoogle Sheets, which allows performing many operations from simple to complex, has many different functions. While some of these functions are very often used and widely known, some very useful functions are not known to everyone. These tips will come in handy to help you use Google Sheets the way it works best for you.1. Dynamic ReportsUndoubtedly, the biggest convenience and the reason why Google Sheets is preferred is that it provides multi-use at the same time thanks to its online-based nature, and dynamic reports and dashboards can be created with internet-connected data sources. Google Sheets is for you, especially if it is of great importance to constantly monitor metrics, such as digital marketing, hourly, maybe minute by minute.If what you've read so far hasn't lit a light bulb in your mind, let's think together. If you have 3 different constantly updated data sources in your hand, if it is important for you to be able to follow these sources instantly and you have to keep track of these files that you have downloaded in different formats on your computer, you can combine these sources in one file thanks to Google Sheets and access their sources with the right methods (more on this one by one in a moment). You can get self-updated reports that you can follow forever, at once.2. Add-onsAdd-ons... In their simplest form, they are user-created scripts that run within Google Sheets, Docs, Slides, and Forms. With these mini scripts, you can get some data you want from free APIs, you can easily do many tasks that you have difficulty doing manually with one click, and you can set up an automation that will rock developers without requiring any coding knowledge.In order to access the add-ons, you can click on the Extensions menu in the top menu and then the Get add-ons section, and select the add-on that suits your needs.Caution: Installing unreliable add-ons can be dangerous for the security of your data.3. importrange, importxml, importhtmlImportrange, Importhtml, Importxml, and more. As their names suggest, these three functions and similar ones allow us to transfer any data we need to Sheet files, stock market data, prices on shopping sites, data in another file, and countless data you can think of. In this article, I will not explain the uses of these functions, but if you want, you can review them from the links below and perform your data import operations according to your needs. Importrange Importxml Importhtml 4. Apps ScriptsApps scripts is a service where you can make all Google-based programs talk to each other, set up unlimited automation, create your own add-ons, and create functions with a little JS knowledge.Again, Apps Scripts, which you can access from the same section with add-ons, reveal a world where we can handle the work that we have been dealing with for hours, maybe in a few seconds.If you are interested, you can start developing excellent projects by reading Google's documentation right away.A little tip: Google apps scripts have a limited run time of 6 minutes, with paid accounts it can go up to 30 minutes. You should pay attention to the working time and efficiency of the projects you create.5. Co-editingWe can say that the most important feature of Google Sheets, which distinguishes it from Microsoft Excel, is co-editing. You can edit the fields that different employees are responsible for on different pages of a table at the same time, inform your teammates with the comments you add, and even solve your instant communication problem from the chat area offered by Google while in the file.In addition, you can control who viewed the file you shared from the Document History section and how often, and you can set deadlines accordingly.6. Google ToolsOne of the biggest benefits of Google's providing alternatives to meet almost all of the most used programs in business life is to be able to make these applications talk to each other and automate many processes easily. For example, let's say you update data from the same tables to the same presentations every week. Thanks to the Google Sheets and Google Slide connection, you can automatically update your presentation when you just update the table, by connecting the tables you need to the appropriate Slide tables and get rid of extra workloads.Or, you can send the data sheets that you regularly mail to as often as you want by connecting to Google Sheets - Gmail without having to deal with it over and over again every day.In short, you can have all Google's tools talk to each other, facilitate the processes you deal with from place to place, and use your time much better.7. VlookupVlookup is perhaps one of the most important Google Sheets functions that allow us to match data in different rows in two different data tables. For example, you have user_id data and session metric in one table, and label information corresponding to these ids in the other table and you want to match them. For a file with thousands of rows, it may take days to do this manually! With vlookup it will take 15-20 seconds.=VLOOKUP(search_key, range, index, [is_sorted])For more detailed information: Vlookup8. QueryLet's come to the most crucial point of the article and my clear favorite function: Query. With this function, with a syntax similar to the SQL language to organize and report your datasets, you can do things that are really complex and much easier than you can do using the & feature of Sheets 4-5.Syntax=QUERY(data, query, [headers])As you can see, let's write a small example formula of how we can use this function with only 2 mandatory parameters. Let's say the operation we want to do is as follows: By examining columns A, B, C on the "Data" page, we want to select the numbers in column A that are greater than 10 and also the cities in column C that are "Ankara", and the results of this query are larger than column B. Let's sort them in descending order.=QUERY(Data!A:C,"SELECT A,B,C WHERE A>10 AND C<>'Ankara' ORDER BY B DESC",1)9. IFSIf, sumif, countif, maxifs, minifs, dateif, iferror... As it can be understood from the if pattern, functions with ifs allow us to perform operations on most conditional situations. At the same time, it is very important to know what we need to be a good Sheet user and to practice using it. . That's why we need to know what functions with ifs are and how they're used.Let's look at a small if example together: We want to distribute letter grades such as A,B,C,D according to the scales of grades received by students in a class, then simply: =IFS(A3>89.99,"A",A3>79.99,"B",A3>69.99,"C",A3>59.99,"D",A3>0,"F")Or, if we want to aggregate sessions in column B where the sources in column A are "google":=SUMIF(A:A,"google",B:B)For more detailed information, you can review the contents in the links below. Sumif If Countif Maxifs Minifs 10. MacrosFinally, Macros, one of the most important features of Sheets, which we can define as a lifesaver, especially for users who are tired of repeating the same manual operations every day. Macros, which can also be accessed from the extensions section, is an application area where you can repeat the UI operations you will save as often as you want, and it works based on Scripts.In fact, to summarize simply, it allows you to perform operations such as copy-paste and insert rows that you do every day in the format you specify, and has numerous uses.From Google's developer document, you can examine the usage areas, record your macro according to your own needs, and automate the processes you spend hours every day in a few seconds.You can access the Macros document here.In addition, from the Google function list page, you can review all functions, find the ones you need, and expand their usage areas.