CASE STUDY
Automating Account Management with AbcamAbcam is the leading provider of protein research tools and supplies to life scientists.
June 13, 2023
+45%Improvement in ROAS
Propel services used
Data Visualisation| Retail Automation| Tech
Team members involved
Jack GossingtonCo-Founder / Head of Technology
Alison GarePerformance Consultant
Thanh HoangPaid Social Consultant
The Challenge
Huge InventoryThe product catalogue for Abcam consists of over 100,000 products across hundreds of different categories. Each of those products is highly specialised and carries an incredibly technical, and often lengthy, product name and designation.
Highly GranularBecause each individual product is so unique and specific, the search terms that the products are relevant for are equally unique. This meant that the campaign structure had to be highly granular to give us control on a product by product level.
Massive Time DrainAbcam had managed their activity internally for a number of years, but had found that the amount of time they had to spend controlling their huge structure and the associated cost wasn't translating into continual improvements in performance.
The ApproachOur solution was to build a collection of custom tools that would help to do the heavy lifting on laborious manual tasks and allow Abcam to invest time and resources elsewhere.
Automating SQR's
Given the specificity of the products, we had to make sure that the right product was shown for the right search. The Abcam team had previously invested substantial time and resources managing this process across 100k products. Our solution facilitated the automation of this daily process.
Automated Launches
New products are constantly being introduced to Abcam’s inventory. Abcam had previously found it difficult staying up to date with relevant keywords and building campaigns to ensure these new products would have coverage. Our tool would auto build campaigns based on a custom-designed feed.
Offline Data Imports
The majority of Abcam’s conversions would happen offline via non-digital channels which made it difficult for us to track. Previously, Abcam had been manually uploading offline sales into the platform every day. Our solution handled this automatically via their CRM’s API.
The Results
Improvement in ROAS
+45%Increased efficiency
The automation of the various granular optimisation tasks helped to drive a significant improvement in the efficiency of the accounts.
FTE’s saved annually in workload
2.5Increased investment
Our approach saved the client a significant amount of time, on a monthly basis. This allowed them to improve the fully loaded ROI of the agency partnership significantly.
Uplift in sales
+20%Greater returns
By automating the import of offline sales data, we had more data available to guide our optimisation at a significantly faster rate, and led to greater returns.
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