Intersport: more products taking part in sales
Segmenting products by Google Ads performance instead of brand or category — results after 7 weeks.
- revenue-generating products
- +0%
- average ROAS of that group
- 0%
- NIKE products selling
- +0%
- products in the catalogue
- 0
About the client
INTERSPORT Polska S.A. is a leading retailer of sports equipment, apparel and footwear, part of the international INTERSPORT group — one of the world's largest sporting goods retailers.
- Industry
- Sport
- Catalogue
- 24,000 products
- Channel
- Google Ads
- Data
- GA4, Google Ads, BigQuery, 1st party
Challenges
- 01
Large SKU count, complex categories and high variant churn.
- 02
Lots of changing data to combine, process and activate in ad systems.
- 03
36% of products generated cost without revenue; much of the offer had zero impressions.
- 04
Too small a sales share for the key brand — NIKE.
Connected data sources
- Product feed
- GA4
- Google Ads
- 1st party data
How we did it
Plan and strategy
- Choosing the data that drives results and its sources — focusing on GA4 and Google Ads.
Data transfer
- Native GA4 and Google Ads connection to BigQuery.
- Historical GA4 data backfilled with a third-party connector.
Cleaning and joining
- Unifying currencies between GA4 and Google Ads.
- Joining data at product ID level.
- A data refresh schedule.
Analysis and optimisation
- Master data model and custom labels: Revenue Rank, Google Ads Labels, Performers Rank, Profit Rank.
- Segmentation by Google Ads performance, not brand, category or sale status.
Before and after
- Products with cost but no revenueBefore36%After+54% products with revenue
- NIKE products sellingBeforeToo small a shareAfter+15% at 1100% ROAS
Results
54% more revenue-generating products at an average ROAS of 1300%.
15% more NIKE products selling at an average ROAS of 1100%.
Key product data secured in a Google Cloud warehouse.
Advanced segmentation based on feed, GA4, Google Ads and the client's 1st party data.
Segmenting by real performance instead of catalogue structure brought a much larger part of the offer into sales.
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Questions and answers
How do you reduce products that cost money without revenue?
Intersport split products by Google Ads performance (Revenue Rank, Performers Rank, Profit Rank) and grew products with revenue by 54% in 7 weeks.
Which custom labels suit a large sports retailer?
Revenue Rank, Google Ads Labels, Performers Rank and Profit Rank calculated from joined GA4 and Google Ads data.
How do you grow sales of a key brand in the catalogue?
Dedicated segmentation increased the number of selling NIKE products by 15% at 1100% ROAS.
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