Data Booster

Data Booster is an innovative advertising tool developed by Allegro, Poland's largest e-commerce platform. It enables advertisers to reach selected audiences beyond Allegro with highly personalized messages tailored to their stage in the purchase journey.

Using Allegro's rich first-party data and advanced machine learning algorithms like NBC (Next Best Category) and Repeat Purchase, Data Booster predicts users' purchase intent and facilitates precise targeting on external advertising channels. These include social media platforms (TikTok, Meta, YouTube), Google Search, Programmatic Display, Video, and Audio.

Data Booster addresses critical challenges in modern advertising: inefficiency in audience targeting, lack of actionable insights from fragmented data, and difficulty reaching users outside of a single platform’s ecosystem. By leveraging Allegro’s robust data and predictive analytics, advertisers can connect with audiences more effectively, optimizing campaign performance and ROI. Additionally, the tool supports businesses in navigating the complexities of data privacy by utilizing Allegro’s secure and compliant data environment.

This premium service is reserved for top-tier advertisers on Allegro, with only a few campaigns implemented each month, ensuring meticulous execution by a dedicated team.

Data Booster is unique in its ability to combine first-party data from Poland’s leading e-commerce platform with cutting-edge machine learning algorithms. This allows for hyper-targeted, highly effective advertising campaigns across diverse external platforms.

Key benefits include:

1. First-party Data Access: Allegro’s data repository provides unmatched insights into customer behavior, purchase patterns, and preferences.
2. Precision Targeting: Tailored messaging delivered at different stages of the customer journey ensures relevance and engagement, enhancing the likelihood of conversion.
3. Scalability: Advertisers can build effective predictive and lookalike audiences and expand their reach off Allegro without compromising on targeting accuracy.
4. Multi-channel Integration: Campaigns extend seamlessly to platforms like TikTok, Meta, YouTube, and premium programmatic inventory.
5. Optimized Campaigns: Algorithms such as NBC and Repeat Purchase refine targeting, minimizing ad waste and maximizing impact.

Compared to competitors, Data Booster offers unparalleled accuracy, leveraging Allegro’s deep market knowledge and proprietary data science capabilities. This ensures superior campaign results and positions the tool as a game-changer in the Polish e-commerce advertising landscape.

Over the past year, Data Booster introduced several groundbreaking features:

1. Enhanced Machine Learning Algorithms: Continuous refinement of NBC and Repeat Purchase algorithms for better prediction of customer intent and behavior.
2. Expanded Channel Reach: Integration with new platforms such as YouTube Shorts and Spotify, offering broader access to diverse audience segments.
3. Custom Audience Targeting: Introduction of advanced predictive segmentation capabilities, allowing advertisers to create bespoke audience groups based on nuanced purchase behaviors and lifecycle stages.
4. Improved Reporting and Insights: New analytics dashboards providing real-time insights into campaign performance, audience engagement, and ROI.
5. Eco-friendly Campaigns: Incorporation of sustainability-focused metrics, enabling brands to highlight their environmental contributions in marketing efforts.

These innovations reflect Allegro’s commitment to staying at the forefront of advertising technology, ensuring that Data Booster continues to deliver unmatched value to its users.

Title: Data Booster: Pampers and Allegro Reach Young Parents

Campaign Overview: Pampers utilized Data Booster to launch a personalized advertising campaign targeting young parents aged 25-35, highlighting next-day delivery and premium product features. By excluding existing Pampers customers, the campaign focused on acquiring new buyers. Platforms used included TikTok, Meta, and YouTube, powered by Allegro’s first-party data and machine learning algorithms.

Objective: Acquire 8,650 new Pampers customers in Q2 2024.

Challenges: Intense competition from private labels (69% market share in Poland). Declining birth rates, reducing the potential customer pool by 40% over five years. Strategy: The campaign used Allegro’s first-party data to identify high-probability buyers and crafted simple, relatable messages emphasizing discounts, coupons, and next-day delivery. The media mix included Meta (41%), Programmatic (30%), TikTok (22%), and Search (9%).

Results: Acquired 14,249 new customers, achieving 165% of the target. Represented 23% of the potential new parent market in Q2 2024. Enhanced brand visibility and loyalty among young parents. Client Feedback: “Data Booster delivered exceptional results, exceeding our expectations. The precision of Allegro’s data and the campaign’s strategic execution allowed us to connect with our audience effectively. This tool has redefined our approach to digital advertising.” - Pampers Marketing Team

By combining Allegro’s market leadership with state-of-the-art technology, Data Booster exemplifies the future of e-commerce advertising, delivering measurable success for brands and exceptional value for users.

https://allegro.pl/