{"id":11811,"date":"2025-10-06T11:24:08","date_gmt":"2025-10-06T08:24:08","guid":{"rendered":"https:\/\/www.nobeldigital.ee\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/"},"modified":"2025-11-28T10:59:06","modified_gmt":"2025-11-28T08:59:06","slug":"sportlands-success-story-ai-opened-the-door-to-new-customers","status":"publish","type":"nd_portfolio","link":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/","title":{"rendered":"Sportland\u2019s Success Story: AI Opened the Door to New Customers"},"content":{"rendered":"\n<p>Sportland\u2019s philosophy \u201cBe1st\u201d 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.  <\/p>\n\n<p>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 \u2013 how to increase paid media efficiency when platform collected data had become less accurate and more limited due to cookie and consent restrictions. <\/p>\n\n<p>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. <\/p>\n\n<h3 class=\"wp-block-heading\"><strong>Main Objectives<\/strong> <\/h3>\n\n<ul class=\"wp-block-list\">\n<li><strong>GMV growth:<\/strong> +10% <\/li>\n\n\n\n<li><strong>Increase in conversion rate: <\/strong>+0.2 percentage points <\/li>\n\n\n\n<li><strong>Improve paid media efficiency:<\/strong> lower CPA, higher ROAS\/MER <\/li>\n<\/ul>\n\n<div style=\"height:5px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<h3 class=\"wp-block-heading\"><strong>The Solution<\/strong> <\/h3>\n\n<div class=\"wp-block-media-text has-media-on-the-right is-stacked-on-mobile\" style=\"grid-template-columns:auto 57%\"><div class=\"wp-block-media-text__content\">\n<p>Together with Sportland and their web development partner Scandiweb we implemented <strong>Bloomreach Engagement CDP<\/strong>, a digital marketing and ecommerce tool that unifies customer data and turns it into intelligent target groups. <\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"757\" src=\"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.25.07-1024x757.png\" alt=\"\" class=\"wp-image-11401 size-full\" srcset=\"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.25.07-1024x757.png 1024w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.25.07-300x222.png 300w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.25.07-768x567.png 768w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.25.07-1536x1135.png 1536w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.25.07.png 1608w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n<p>The goal was to centralize ecommerce event based customer segments and activate them in <a href=\"https:\/\/www.nobeldigital.ee\/en\/services\/digital-marketing\/\"><strong>Google Ads and Meta Ads<\/strong><\/a>. <strong>The focus was on improving targeting precision and increasing the effectiveness of digital media.<\/strong>  <\/p>\n\n<div style=\"height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<ul class=\"wp-block-list\">\n<li><strong>Integrated channels:<\/strong> Google Ads, Meta Ads <\/li>\n\n\n\n<li><strong>Data flow: <\/strong>ecommerce events, login and email data, cookies and consent information <\/li>\n\n\n\n<li><strong>Segmendi aktiveerimine:<\/strong> Bloomreachi segmendid \u2192 Google &amp; Meta sihtgrupid \u2192 lookalike\u2019auditooriumid <\/li>\n\n\n\n<li><strong>Predictive audience (Bloomreach AI based segments):<\/strong> launched first in Estonia, later expanded to Latvia and Lithuania <\/li>\n<\/ul>\n\n<h3 class=\"wp-block-heading\"><strong>How We Did It<\/strong> <\/h3>\n\n<p><strong>1. Strategy<\/strong> \u2013 We defined which segments to activate and in which order to create fast impact with minimal additional cost. <strong>Examples of used segments:<\/strong> <\/p>\n\n<ul class=\"wp-block-list\">\n<li>Customers with no purchase in 60\u201390 days <\/li>\n\n\n\n<li>Cart abandoners <\/li>\n\n\n\n<li>High AOV\/LTV buyers <\/li>\n\n\n\n<li>High AOV\/LTV buyers <\/li>\n\n\n\n<li>Category specific sports enthusiasts <\/li>\n\n\n\n<li>Price sensitive and discount driven shoppers <\/li>\n<\/ul>\n\n<div style=\"height:14px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<p><strong>2. Segment Creation and Management<\/strong> \u2013 Technical setup of Bloomreach segments and connecting ecommerce data. This step ensured accurate segmentation for both google ads advertising and facebook advertising campaigns. <\/p>\n\n<p>3. <strong>Activation<\/strong> \u2013 Using segments in <strong>Google Ads<\/strong> and <strong>Meta Ads<\/strong> campaigns and creating lookalike audiences. This process relied on GA4 insights and continuous advertising analysis to improve results.<\/p>\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-media-text is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" width=\"1024\" height=\"1020\" src=\"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.36.38-1024x1020.png\" alt=\"\" class=\"wp-image-11404 size-full\" srcset=\"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.36.38-1024x1020.png 1024w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.36.38-300x300.png 300w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.36.38-150x150.png 150w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.36.38-768x765.png 768w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.36.38.png 1072w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p><strong>All key business metrics moved in the desired direction. Gross merchandise value and conversion rate increased along with improved efficiency of paid media.<\/strong> 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. <\/p>\n<\/div><\/div>\n\n<div style=\"height:12px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>It is important to note<\/strong>, that these results were achieved with a <strong>smaller media budget<\/strong> which proves that growth came from a more precise segmentation strategy and the activation of AI driven audiences in Google Ads and Meta Ads. <\/p>\n<\/blockquote>\n\n<h3 class=\"wp-block-heading\"><strong>Key Results (March\u2013July 2025 vs March\u2013July 2024):<\/strong> <\/h3>\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"444\" src=\"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.39.41-1-1024x444.png\" alt=\"\" class=\"wp-image-11410\" srcset=\"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.39.41-1-1024x444.png 1024w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.39.41-1-300x130.png 300w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.39.41-1-768x333.png 768w, https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/09\/screenshot-2025-09-26-at-16.39.41-1.png 1510w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p>The core of the project was data driven segmentation and AI audience activation \u2013 creative assets were standardized and adapted according to segment logic. This approach strengthened Sportland\u2019s digital strategy and ensured a competitive advantage in modern b2b marketing and digital media environments. <\/p>\n\n<div style=\"height:77px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-outline is-style-outline--1\"><a class=\"wp-block-button__link has-white-color has-text-color has-background has-medium-font-size has-text-align-center has-custom-font-size wp-element-button\" href=\"#kontakt\" style=\"border-radius:0px;background-color:#001435\" rel=\"\">Contact us!<\/a><\/div>\n<\/div>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ecommerce in the Baltics is highly competitive and brands fight hard for customer attention. Cookie restrictions and consent limitations have reduced the quality of available data which puts additional pressure on the efficiency of paid media. <\/p>\n","protected":false},"featured_media":11441,"template":"","nd_portfolio_cat":[179],"class_list":["post-11811","nd_portfolio","type-nd_portfolio","status-publish","has-post-thumbnail","hentry","nd_portfolio_cat-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sportland\u2019s Success Story: AI Opened the Door to New Customers - Nobel Digital<\/title>\n<meta name=\"description\" content=\"Discover how Sportland used AI and smarter digital strategy to boost conversions, improve paid media and drive stronger results in Google and Meta.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sportland\u2019s Success Story: AI Opened the Door to New Customers - Nobel Digital\" \/>\n<meta property=\"og:description\" content=\"Discover how Sportland used AI and smarter digital strategy to boost conversions, improve paid media and drive stronger results in Google and Meta.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/\" \/>\n<meta property=\"og:site_name\" content=\"Nobel Digital\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/nobeldigital\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-28T08:59:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/10\/screenshot-2025-10-02-at-15.13.26.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1150\" \/>\n\t<meta property=\"og:image:height\" content=\"1148\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Sportland\u2019s Success Story: AI Opened the Door to New Customers - Nobel Digital","description":"Discover how Sportland used AI and smarter digital strategy to boost conversions, improve paid media and drive stronger results in Google and Meta.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/","og_locale":"en_US","og_type":"article","og_title":"Sportland\u2019s Success Story: AI Opened the Door to New Customers - Nobel Digital","og_description":"Discover how Sportland used AI and smarter digital strategy to boost conversions, improve paid media and drive stronger results in Google and Meta.","og_url":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/","og_site_name":"Nobel Digital","article_publisher":"https:\/\/www.facebook.com\/nobeldigital","article_modified_time":"2025-11-28T08:59:06+00:00","og_image":[{"width":1150,"height":1148,"url":"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/10\/screenshot-2025-10-02-at-15.13.26.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["WebPage","CollectionPage"],"@id":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/","url":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/","name":"Sportland\u2019s Success Story: AI Opened the Door to New Customers - Nobel Digital","isPartOf":{"@id":"https:\/\/www.nobeldigital.ee\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/#primaryimage"},"image":{"@id":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/#primaryimage"},"thumbnailUrl":"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/10\/screenshot-2025-10-02-at-15.13.26.png","datePublished":"2025-10-06T08:24:08+00:00","dateModified":"2025-11-28T08:59:06+00:00","description":"Discover how Sportland used AI and smarter digital strategy to boost conversions, improve paid media and drive stronger results in Google and Meta.","breadcrumb":{"@id":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/#breadcrumb"},"inLanguage":"en-US"},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/#primaryimage","url":"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/10\/screenshot-2025-10-02-at-15.13.26.png","contentUrl":"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2025\/10\/screenshot-2025-10-02-at-15.13.26.png","width":1150,"height":1148,"caption":"Sportlandi edulugu: AI avas ukse uutele klientidele"},{"@type":"BreadcrumbList","@id":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/sportlands-success-story-ai-opened-the-door-to-new-customers\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.nobeldigital.ee\/en\/"},{"@type":"ListItem","position":2,"name":"tehtud t\u00f6\u00f6d","item":"https:\/\/www.nobeldigital.ee\/en\/tehtud-tood\/"},{"@type":"ListItem","position":3,"name":"Sportland\u2019s Success Story: AI Opened the Door to New Customers"}]},{"@type":"WebSite","@id":"https:\/\/www.nobeldigital.ee\/en\/#website","url":"https:\/\/www.nobeldigital.ee\/en\/","name":"Nobel Digital","description":"digital agency","publisher":{"@id":"https:\/\/www.nobeldigital.ee\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.nobeldigital.ee\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.nobeldigital.ee\/en\/#organization","name":"Nobel Digital O\u00dc","alternateName":"Nobel","url":"https:\/\/www.nobeldigital.ee\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.nobeldigital.ee\/en\/#\/schema\/logo\/image\/","url":"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2022\/10\/NobelLogoDark.svg","contentUrl":"https:\/\/www.nobeldigital.ee\/wp-content\/uploads\/2022\/10\/NobelLogoDark.svg","width":166,"height":27,"caption":"Nobel Digital O\u00dc"},"image":{"@id":"https:\/\/www.nobeldigital.ee\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/nobeldigital","https:\/\/www.linkedin.com\/company\/nobel-digital\/","https:\/\/www.instagram.com\/digital_nobel\/"]}]}},"_links":{"self":[{"href":"https:\/\/www.nobeldigital.ee\/en\/wp-json\/wp\/v2\/nd_portfolio\/11811","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.nobeldigital.ee\/en\/wp-json\/wp\/v2\/nd_portfolio"}],"about":[{"href":"https:\/\/www.nobeldigital.ee\/en\/wp-json\/wp\/v2\/types\/nd_portfolio"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.nobeldigital.ee\/en\/wp-json\/wp\/v2\/media\/11441"}],"wp:attachment":[{"href":"https:\/\/www.nobeldigital.ee\/en\/wp-json\/wp\/v2\/media?parent=11811"}],"wp:term":[{"taxonomy":"nd_portfolio_cat","embeddable":true,"href":"https:\/\/www.nobeldigital.ee\/en\/wp-json\/wp\/v2\/nd_portfolio_cat?post=11811"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}