Steve Madden marches on to higher sales with Cognitive Match predictive targeting solution

Steve Madden marches on to higher sales with Cognitive Match predictive targeting solution

US shoe retailer, Steve Madden is using predictive display ad and onsite content targeting provider Cognitive Match to drive the fashion icon’s online personalisation initiatives.

Steve Madden, with 82 stores across the US and sales of $635 million (£397m) in 2010, sought to improve the precision of timing seasonal promotions online. The Steve Madden merchandising team knew that online transactions are impacted by such factors as location and daily climate fluctuations.

When deciding which seasonal creative campaign to launch on SteveMadden.com, the team was particularly interested to learn if there was a method to adapt the product promotions to daily climate changes in a real-time, automated manner.

Personalisation in real time

The retailer recognised that Cognitive Match’s multi-dimensional modelling techniques, combined with its demographic analysis, would enable them to understand and deploy targeted messaging to individual visitors.

Prior to appointing Cognitive Match, the company’s merchandising department, believed that serving personalised online experiences was the natural progression from A/B testing to increase levels of customer engagement.

Cognitive Match was asked to prove predictive targeting could engage both the majority and high-value segments of the SteveMadden.com audience, which it added demonstrated the ability to deliver sustained conversion uplift over time.