Jun 13, 2025 53 reads

How to Segment Your Audience in Google Ads and Meta Campaigns for Report Card Day Promotions

How to Segment Your Audience in Google Ads and Meta Campaigns for Report Card Day PromotionsReport Card Day is one of the most motivating days of the year—especially for children and teens—but it also represents a prime promotional window as families look to reward academic achievement. This period offers strong potential across categories such as toys, electronics, books, educational materials, and fashion. However, relying solely on discounts is not enough. Proper audience segmentation is one of the most critical steps to amplify the impact of your Report Card Day campaigns.In this article, we’ll walk through step-by-step how to apply strategic segmentation in Google Ads and Meta campaigns to make your promotions more efficient and drive better results.1. Focus on the Decision-Making ParentsAlthough children appear to be the end users, parents are the ones making the purchase decisions. Your ad messaging should address their needs and insights, and forge an emotional connection. Parents aged 30–50 Users interested in family-focused content CRM segments with past purchases of children’s and teen products Strategic Insight: In Google Ads, build custom intent audiences around search terms like “report card gift,” “what to get my child,” “Report Card Day deals,” “back-to-school shopping,” “kids gift ideas,” and “report card gift ideas.” On Meta, use targeting options such as “Parents with Preteens” and “Recent Purchasers in Children’s Apparel.” Also retarget existing CRM audiences who have purchased children’s products in the past.2. Segment by Digital Behavior and MotivationBuying decisions during Report Card Day stem from distinct emotional and practical motivations. Structure your segments not only by product category but also by digital behavior: Academic Rewarders: Interested in educational kits, books, and online courses. Hobby-Driven Buyers: Select gifts aligned to the child’s hobbies (art, music, STEM toys). Gaming Enthusiast Parents: Research gaming accessories and headphones. Deal Hunters: Shop early and track promotions. Strategic Insight: On Meta, serve “sales & discounts” creative to price-sensitive audiences; use narrative video ads to connect emotionally. In Google Ads, create custom intent audiences from high-intent queries like “report card gift ideas” and “reward for kid.” Expand reach by targeting users who watch “report card gift ideas” videos on YouTube.3. Optimize Product-to-Audience MatchingRelevance between product and audience profile drives conversions. Be explicit about why you’re recommending each item: Product Category Target Audience Profile Toys & Playsets Parents of children aged 6–12 Electronics & Accessories Parents of teens looking for motivation gifts Educational Materials Families with high-achieving students Fashion & Stationery Those seeking a blend of gift and practical supplies Strategic Insight: Tag your product feed with collections such as “Report Card Specials,” “Reward for Success,” and “Our Picks for Kids.” Create dedicated Shopping campaigns for each collection in Google Ads. On Meta, set up separate catalog ad sets. Since most queries are non-branded, support these collections with long-tail SEO and SEA terms like “what to get for report card day.”4. Accelerate Timing with Returning AudiencesAlthough campaign volume peaks during the final week before school ends, decision journeys start earlier. Use historical data to engage users in advance: Users who engaged with past Report Card Day campaigns Users who interacted with children’s/teen products in the last 90 days Users who purchased from gift categories a year ago but haven’t returned Strategic Insight: In Google Ads, pair your RLSA lists with seasonal keywords like “report card gift.” On Meta, target past purchasers with dynamic product ads. Use CRM-enabled email and push campaigns offering early access, guaranteed delivery, or exclusive perks to capture interest ahead of the main rush.Conclusion Centering on the parents who make the purchase decisions amplifies your campaign’s emotional impact. Behavior-based segmentation enables more contextually relevant, conversion-driven messaging. Optimizing product-to-audience matches increases campaign ROI. Strategically using historical data lowers costs and boosts loyalty. Remember: Report Card Day campaigns aren’t just about the students—they’re about the parents who want to celebrate their children’s achievements. Reaching the right person, at the right time, with the right message, is the key to turning your brand into a memorable experience.

Jun 13, 2025 106 reads

Google Meridian MMM & Facebook (Meta) Robyn MMM: In-depth Analysis of Modern Marketing Modeling Tools

In today’s marketing landscape, data-driven decision-making is a key factor in strategic success. Marketing Mix Modeling (MMM) is a crucial analysis technique that helps measure the impact of advertising expenditures on sales and other key performance indicators (KPIs). Traditionally, MMM was accessible only to large corporations with significant budgets, but thanks to open-source solutions, it has become available to businesses of all sizes.Google’s Meridian MMM and Meta’s Robyn MMM represent two advanced approaches to modern MMM. This article provides an in-depth comparison of these tools, examining their methodologies, use cases, advantages, and limitations.What is Marketing Mix Modeling (MMM)?MMM is a statistical regression technique that helps businesses understand how marketing activities influence sales, conversions, and traffic over time.Its core functions include: ✔ Measuring the impact of advertising spend, promotions, seasonality, and economic factors on sales. ✔ Modeling adstock (delayed effects) and saturation (diminishing returns) to better reflect long-term marketing impact. ✔ Providing predictive insights for budget allocation and strategic planning. Google Meridian MMM and Meta Robyn MMM offer different approaches to tackling these challenges.Google Meridian MMM: In-Depth ReviewKey Features & MethodologyLaunched by Google in 2024 as an open-source project on GitHub, Meridian MMM introduces a Bayesian regression approach, making it highly flexible in handling uncertainty and incomplete data.Key features include: ✔ Bayesian Regression: Provides probability distributions rather than fixed estimates, improving robustness with limited data. ✔ Adstock & Saturation Modeling: Captures how marketing spend accumulates over time and reaches diminishing returns. ✔ Geo-Level Analysis: Incorporates regional marketing data to evaluate local trends. ✔ Google Data Integration: Direct access to Google Search volume and YouTube reach data for more precise insights in digital advertising. Use Cases & AdvantagesMeridian is ideal for companies with strong in-house data science teams and those investing heavily in the Google ecosystem: ✔ Optimized for Google Ads & YouTube campaigns – making it particularly useful for brands reliant on these channels. ✔ Geo-specific modeling capabilities, helping businesses assess performance in different markets. ✔ Supports measurement-driven marketing cultures, where ROI and incrementality testing play a central role. Limitations & Challenges ❌ High technical requirements: Requires expertise in data engineering and advanced statistical modeling. ❌ Executive-level communication challenges: Outputs can be complex, making it harder to generate clear business insights for non-technical stakeholders. ❌ Documentation & adoption hurdles: Being a new solution, documentation and user guides are still evolving. Facebook (Meta) Robyn MMM: In-Depth ReviewKey Features & MethodologyMeta’s Robyn MMM modernizes MMM by incorporating advanced data science techniques while maintaining accessibility for a wider audience.Key features include: ✔ Prophet Integration: Automatically detects seasonality, trends, and holiday effects for more accurate forecasts. ✔ Ridge Regression: Reduces overfitting and improves generalizability. ✔ Hyperparameter Optimization: Uses Nevergrad for continuous model fine-tuning and performance enhancement. ✔ Adstock & Saturation Effects: Models how media spend drives sales over time and when additional spending loses efficiency. Use Cases & AdvantagesRobyn is particularly valuable for businesses looking to implement MMM with limited budgets: ✔ Open-source accessibility makes it an attractive choice for small and medium-sized businesses. ✔ Real-time optimization capabilities allow dynamic adjustments to marketing campaigns. ✔ Advanced visualization tools generate clear, easy-to-understand reports for marketing teams. Limitations & Challenges ❌ Technical complexity: Requires proficiency in R programming, making implementation more challenging for non-technical users. ❌ Fixed media coefficients: Certain seasonality and campaign-based fluctuations may not be captured accurately. ❌ Limited documentation for advanced customization: Features like calibration and priors lack detailed examples, making full utilization difficult. The Future of MMM StrategiesBoth Google Meridian MMM and Facebook (Meta) Robyn MMM offer advanced solutions for measuring marketing effectiveness and optimizing media budgets. Meridian leverages Bayesian approaches and Google’s proprietary data sources to provide deep insights into digital campaigns, while Robyn offers a more flexible, real-time optimization framework through Prophet and Ridge regression.The choice between these tools depends on factors such as data availability, marketing budget, and internal technical expertise. As machine learning and AI-driven modeling continue to evolve, both tools are expected to become even more sophisticated, making marketing strategies more dynamic and data-driven.

May 26, 2025 162 reads

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

Father’s Day is one of those key campaign periods during the year when sales volume sees a significant boost. However, making the most of this opportunity is no longer just about standing out with products or discounts—it now requires understanding consumer expectations and creating an emotional connection with them. In today’s competitive environment, identifying the right target audience has become an essential strategy to make more efficient use of your budget and achieve higher conversion rates.According to 2024 data, e-commerce revenue in Turkey during the Father’s Day period increased by 32%. The average basket size ranged between 2,500–3,500 TL. Additionally, 67% of consumers stated that they planned to buy a gift for Father’s Day. According to Google’s 2024 data, purchase intent for Father’s Day in the EMEA region increased by 22%. During the same period, brand advertising investments rose by 34%, showing that both consumer interest and brand competition increased simultaneously.In this article, we will explore step by step how to strategically define your target audience for Father’s Day campaigns from a performance marketing perspective.1. Target Gift-Giving UsersAlthough the apparent target of Father’s Day campaigns is the “father” figure, the actual shopper profile driving purchasing behavior is quite different. Most shoppers include: Women aged 18–35 (especially daughters and spouses) Young adults who value family gift-giving Loyal customer segments from CRM data Adults shopping for themselves and following campaigns Therefore, focusing campaign targeting on “gift-givers” not only improves conversion rates but also helps deliver emotionally resonant messages.💡 Strategic Insight: Create custom audience groups on Meta Ads and Google Ads using segments like “parents,” “high shopping intent users,” and “users intending to buy gifts.” Retarget users with CRM history through Customer Match, and expand campaign reach with lookalike audiences.2. Support Demographic Data with Behavioral SegmentationDemographics (age, gender, income group) are the foundation of targeting. However, to run an effective campaign, it’s essential to incorporate behavioral and psychographic data. On Father’s Day, users generally act according to three different behavior patterns: Last-minute shoppers: Sensitive to time pressure; fast delivery guarantee is a key factor. Deal-seekers: Stay alert for campaigns and promotions. Emotion-driven buyers: Respond well to emotional tone, storytelling, and product connection. According to Yandex data, 71% of consumers say they remember Father’s Day campaigns better when they see ads on mobile devices, while 53% say they would purchase a product directly within an app. Google data also shows a notable increase in “gift”-themed Father’s Day content views on YouTube.💡 Strategic Insight: Use CRM and first-party data to create segments and retarget mobile app users. Use push notifications and personalized banners to stay visible during mobile decision moments. App users are closer to conversion. Meanwhile, users watching “gift ideas” content on YouTube may still be in the inspiration phase. Reaching this audience with video ads helps create strong top-of-funnel awareness and build brand recall in the Father’s Day context.3. Match Products with Buyer ProfilesNot every product appeals to every customer on Father’s Day. A strategic match between product category and buyer profile is essential. Below are key categories and buyer profiles based on our partners’ data: Product Category Target Buyer Profile Clothing / AccessoriesFemale users (especially daughters) Personal Care ProductsSpouses, young adults Tech ProductsYoung male users, high-income segments Perfume & Shaving ProductsExperience-focused consumers Dinner / Experiential GiftsUrban, upper-middle-class users Using these pairings in product collections or within campaign navigation not only improves the user experience but also accelerates purchase decisions. According to Father’s Day insights, categories such as perfume (11.7%), personal care (6.4%), shaving products (5.3%), and experiential dinners (15.3%) stand out in terms of both click volume and ROI.💡 Strategic Insight: In your product feed, create special collections tagged “Father’s Day.” Use “Father’s Day Best Sellers” as a separate category in campaign targeting and remarketing lists. Don’t forget to retarget users who visited these pages.4. Retarget Using CRM and Past DataHistorical campaign data is one of the most powerful tools for identifying users with purchase potential during Father’s Day. User segments you can leverage include: Users who viewed or added products from relevant categories to their cart but didn’t complete a purchase Users who made a purchase during last year’s Father’s Day campaign Customers who bought gifts for men (e.g., personal care, accessories) Dormant CRM users with re-engagement potential The last two weeks before Father’s Day are when purchase volume peaks. Communication during this period should emphasize delivery guarantees, stock status, and limited-time offers. 💡 Strategic Insight: Run RLSA campaigns on Google Ads with more aggressive bids for these segments. Create lookalike audiences on Meta to expand retargeting. Use CRM to send personalized emails like “You bought this last year,” driving both cross-sell and loyalty. Conclusion The success of Father’s Day campaigns depends not just on the product itself—but on when, how, and for whom you position that product. The targeting strategies outlined in this article not only help optimize marketing budgets but also deliver real business outcomes. Focusing on gift-giver profiles leads to emotionally stronger messaging, resulting in higher click-through and conversion rates. Supporting demographic breakdowns with behavioral segmentation enables more personalized, contextual user experiences—boosting cart completion rates. Aligning product categories with buyer profiles prevents wasted ad spend and simplifies the path to purchase. Using past data and CRM for retargeting lowers acquisition costs and increases customer lifetime value (CLTV). This kind of segmentation-driven approach allows you to: Attract higher-quality traffic at a lower cost Engage with purchase-intent users at the right time Transform your campaign from a sales push into a brand experience that fosters loyalty 🎯 Still unsure where to start your Father’s Day campaign? Begin by redefining your target audience.

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!