From inefficient product spend to smarter, data-led ecommerce growth

We audited product-level performance data and identified clear inefficiencies in how budget was being distributed across the feed. High-performing products were competing for budget against lower-value items, while some products were absorbing spend without delivering meaningful commercial return.

We built a bespoke product classification framework using custom labels to categorise products as Hero, Sidekick, Villain or Zombie based on commercial performance. We used scripts that ran daily to keep the classifications fresh and based on real-time performance. This gave us the opportunity to prioritise proven winners, support profitable secondary products, and actively exclude inefficient spend-draining products.

With products segmented by performance, we could validate exactly where budget was driving efficient growth and where spend was being wasted. This unlocked sharper optimisation decisions, stronger campaign efficiency, and gave us confidence that media investment was being directed toward products most likely to drive profitable revenue.

With budget concentrated around the strongest-performing products, we were able to scale revenue far more efficiently while improving overall account profitability. Alongside broader account improvements, this created a stronger foundation for prospecting and helped re-accelerate customer acquisition without sacrificing return.