Improving higher ROAS through cross-sell audience strategy
A major retailer improved paid media efficiency by identifying high-value customer segments and testing a sharper cross-sell strategy.
This work was completed during a previous role in a platform or agency team. It is not presented as an Ironpath client engagement.
$6.05
ROAS
$17
CPO
26%
Above benchmark
- Client type
- Major retailer
- Channel
- Paid social and programmatic
- Duration
- Multi-week controlled test
- My role
- Audience strategy and testing
Stagnant growth, hidden demand
Organic growth had slowed, and standard retargeting was not enough to unlock the next layer of revenue. The opportunity was to find existing customers with strong buying signals in adjacent categories and test whether paid media could move them into fashion.
From generic retargeting to audience-led growth
Customer Analysis
Used basket analysis to identify high-value, multi-category shoppers with a higher likelihood of converting.
Audience Build
Isolated frequent customers active in one category but underexposed to the fashion offer.
Controlled Test
Compared standard retargeting against the custom cross-sell audience to measure efficiency and revenue impact.
A cross-sell playbook adopted at scale
"Efficient growth is not always about finding brand-new customers. Sometimes the best opportunity is already inside your customer base. you just need better audience strategy to find it."