Sportland’s philosophy “Be1st” reflects a constant drive toward a market leading position. Sportland aimed to maintain and strengthen its leadership by increasing sales and improving profitability through more precise segmentation and AI based audience creation, all while working with reduced media budgets.
Our goal is to find solutions that improve business results in every market we operate in. 2025. In the spring of 2025 we faced a challenge – how to increase paid media efficiency when platform collected data had become less accurate and more limited due to cookie and consent restrictions.
The company needed a solution that would allow them to use their customer data more intelligently, target paid media more precisely, increase conversion rates and improve overall digital marketing profitability.
Main Objectives
- GMV growth: +10%
- Increase in conversion rate: +0.2 percentage points
- Improve paid media efficiency: lower CPA, higher ROAS/MER
The Solution
Together with Sportland and their web development partner Scandiweb we implemented Bloomreach Engagement CDP, a digital marketing and ecommerce tool that unifies customer data and turns it into intelligent target groups.
The goal was to centralize ecommerce event based customer segments and activate them in Google Ads and Meta Ads. The focus was on improving targeting precision and increasing the effectiveness of digital media.
- Integrated channels: Google Ads, Meta Ads
- Data flow: ecommerce events, login and email data, cookies and consent information
- Segmendi aktiveerimine: Bloomreachi segmendid → Google & Meta sihtgrupid → lookalike’auditooriumid
- Predictive audience (Bloomreach AI based segments): launched first in Estonia, later expanded to Latvia and Lithuania
How We Did It
1. Strategy – We defined which segments to activate and in which order to create fast impact with minimal additional cost. Examples of used segments:
- Customers with no purchase in 60–90 days
- Cart abandoners
- High AOV/LTV buyers
- High AOV/LTV buyers
- Category specific sports enthusiasts
- Price sensitive and discount driven shoppers
2. Segment Creation and Management – Technical setup of Bloomreach segments and connecting ecommerce data. This step ensured accurate segmentation for both google ads advertising and facebook advertising campaigns.
3. Activation – Using segments in Google Ads and Meta Ads campaigns and creating lookalike audiences. This process relied on GA4 insights and continuous advertising analysis to improve results.
All key business metrics moved in the desired direction. Gross merchandise value and conversion rate increased along with improved efficiency of paid media. Bloomreach segments and lookalike audiences trained from them enabled targeting users with higher purchase intent and allocating media budgets more effectively than the industry average.
It is important to note, that these results were achieved with a smaller media budget which proves that growth came from a more precise segmentation strategy and the activation of AI driven audiences in Google Ads and Meta Ads.
Key Results (March–July 2025 vs March–July 2024):
The core of the project was data driven segmentation and AI audience activation – creative assets were standardized and adapted according to segment logic. This approach strengthened Sportland’s digital strategy and ensured a competitive advantage in modern b2b marketing and digital media environments.
