Harnessing data and AI for Tadaaz

Tadaaz, which specialises in personalised cards for happy occasions, has access to vast amounts of complex data. Through strategic decisions and with the help of AI, we made the most of that information, delivering highly efficient and effective campaigns.

Tadaaz faced two challenges.

 The first: tracking the purchasing process, which often takes longer than cookies and other tracking technologies remain active. The average user visits the Tadaaz website at least eight times before completing a purchase, and often switches devices, leading to data loss.

And the second: with over 16,000 products, Tadaaz need a sure-fire way to highlight the right ones to the right audience at the right time.

To bridge the gap in time and across devices (i.e., to know which ads lead to an order), we started working with micro conversions. Instead of only counting purchases as conversions, we measure our campaigns’ impact by including other steps likely to lead to a purchase, such as ordering a sample, correctly calculating and valuing each step in the customer journey.

To highlight the right products out of a feed of 16,000, we built a new campaign structure. We divided products into categories based on performance, and we distribute our budget accordingly. The structure adapts continuously and learns over time, thanks to an AI that does this autonomously. Thus, we are more likely to show the best Tadaaz products to every audience.

Whether this worked? You bet. Despite a 3% drop in budget, revenue via Google Ads increased by 26%, resulting in a Return on Ad Spend of 333%. This impressive growth in Google Ads revenue was key to Tadaaz’s overall increase in revenue (a €361,749 boost), despite declines in other channels. Clearly, we played our cards right.