How Lenovo Uses Behavioral Data to Improve Audiences

$5 million in annual cost savings with algorithmic retargeting

Challenge

Using rules to build advertising segments made Lenovo’s audiences heuristic, subjective, and difficult to scale
Conflicting rules created uncertainty about which audience a person would be included in
Each customer has a different intent and Lenovo’s first-party behavioral data has the signals they need to target more effectively
Building rules was a very manual and laborious process, and it was difficult to predict audience sizes

Solution

To scale audience sizes and retarget web visitors more effectively, Lenovo tested their rules-based retargeting audiences against Syntasa’s algorithmic retargeting model for a period of three months, using data for US visitors on lenovo.com. They evaluated hundreds of variables and coefficients, created confidence intervals, and ran an experiment to compare the performance of rules-based and algorithmic audiences.

Use Cases

Algorithmic Retargeting
Algorithmic Attribution

Results

Cost savings of $5 million in display advertising annually
Can now predict the purchasing likelihood for web visitors
Simple to adjust audience sizes by creating high-value and low-value segments
Scalable propensity algorithm can be leveraged across global marketing programs

“Syntasa’s platform puts the business critical problem at the center. The pipeline, scheduling, and predictive capabilities are fit for real marketing use cases, but are flexible enough to prep difficult data and apply special transformations. With Syntasa, I am able to run experiments and focus on the insights, without spending hours coding a solution.”

Meagan Gentry

Former Data Scientist, Lenovo

“Syntasa has been really invaluable in speeding up our time to value by architecting our Adobe Analytics data and productionizing data science and machine learning modeling at scale, and in such a way that we can confidently pass that into production systems to drive the user experience.”

Tushar Mukharjee

Head of Globa

Supporting those Affected by the California Wildfires

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$5 million in annual cost savings with algorithmic retargeting

Challenge

Solution

Use Cases

Results

Unleashing the full potential of your data, without limits.