Purchase lift + customer tier composition validation—moving beyond CTR/CPC to deeper ROI measurement
Ajinomoto's Cook Do Drives Customer Growth Through Purchase-Centric Strategy With Fez's Data Solution
Original: ライト層をミドル・ヘビー層へ、味の素「Cook Do」がフェズと挑んだ購買データ起点の顧客育成とは
Importance: ベストプラクティス記事で、業界プレイヤーの事例紹介に留まり、既存ユーザーへの即影響は無し。ただし購買データ起点の測定は運用改善知見として有用。
Summary
Ajinomoto's Cook Do brand partnered with Fez to execute customer nurturing campaigns using the 'Urumo Ads' data marketing solution. Rather than focusing solely on reach and clicks, the campaign measured purchase lift and shifts in customer tier composition, tracking movement from light users to medium and heavy users. The approach demonstrates how purchase-driven metrics validate sustained customer development strategies beyond traditional campaign indicators.
Key Points
- Purchase lift measurement introduced beyond reach and click metrics
- Customer tier composition shifts from light to medium/heavy users tracked
- Fez Urumo Ads DMP solution deployment case study
- Data-driven sustained customer nurturing strategy demonstrated
- Ajinomoto Cook Do implementation and validation
View developer summary
This case exemplifies DMP-driven customer segmentation and cohort analysis implementation. Urumo Ads ingests purchase behavior data to target light-user segments, then measures efficacy via purchase lift metrics and customer tier composition shifts—moving beyond CTR/CPC focus to LTV-oriented measurement akin to extended ROAS tracking.
Source: https://markezine.jp/article/detail/77702
Outlet: MarkeZine
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