CASE STUDY
Breaking Down Data Silos to Connect Ecommerce & Marketing with Sigma SportsSigma Sports is multi-brand retailer, that has been serving the cycling industry with the world's most sought after brands since 1992.
Ecommerce
Sporting Goods
Propel services used
Analytics| Creative| Paid Search| Paid Social| Tech
+33%ROI
+14%Profit
-26%Ad spend
Team members involved
Rob SimpkinsCo-Founder / Head of Service
Anna SwordsSenior Paid Social Consultant
Stef SimpsonSenior Performance Consultant
Hear how Propel designed a system that could optimise insights from Performance Max on Google and Advantage+ on Meta
BackgroundSigma Sports is multi-brand retailer, that has been serving the cycling industry with the world's most sought after brands since 1992. To match the broad range of the top products available to buy online, Sigma Sports is also a hub for the cycling community with stores in London and the Midlands that offer a unique experience for riders of all levels. Propel have been working with Sigma since 2019 and with both teams based in London, collaborate regularly both in-person and remotely.
Key Challenge(s)Sigma's ecommerce team hold unrivalled knowledge about the products they sell. The analytics team hold unrivalled data on the products they sell. This knowledge and data was historically leveraged by the marketing team on a manual, ad hoc basis. Propel were charged with designing a system that could leverage the insight from both teams to optimise Performance Max on Google, and Advantage+ on Meta. The system needed to optimise automatically across all 60K SKU's with the aim of increasing overall profitability of the campaigns.
How we helped solve the challengePropel identified the key drivers of performance to be margin, price, search demand, seasonality and size/colour availability. A data warehouse was built in Big Query to provide the data and reporting that would power the automated system. Bidding algorithms utilise price competitivness as a signal, so Propel sent price recommendations to Sigma as opposed to intervening in the campaigns. Size/colour availability isn't considered by the algorithms so an automated process was implemented to reallocate budget when variant cover changed.
“Working with Propel is very easy, its like having another department within the business and they’re an extension of what we already have in place. We have trust in Propel to do what needs to be done!”
Jack DennisonHead of Ecommerce
Key Results
+33%ROI
+14%Profit
-26%Ad spend
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“Easy to work with, proactive and just bloody good.”Abcam, Global Head of Marketing
“An absolutely vital arm to our marketing department.”77 Diamonds, Director of Operations
“Working with Propel has been extremely beneficial.”Sigma Sports, Head of Performance Marketing