The CHALLENGE
Sinsay wanted to improve key performance metrics Order Revenue, Transactions and ROAS without aggressively limiting their product sets.
The challenge was balancing performance growth with catalog breadth, ensuring stronger results without reducing product visibility or scale across markets.
THE SOLUTION
ROI Hunter introduced Segment Prioritisation (SP) to help Sinsay allocate spend more smartly across their product catalog. Instead of manually selecting products, SP allowed campaigns to naturally shift delivery toward stronger items while limiting exposure of weaker ones, all without reducing catalog scale.
To power this approach in selected markets, Sinsay leveraged SMART Segments, automatically created product segments based on proven best practices and real performance signals.
These segments group products into:
- Top Performers - products with strong revenue and engagement signals
- Poor Performers - products that underperform and may reduce efficiency
Market approach:
BA & IT markets
- Leveraged SMART Segments
- Prioritised Top Performers
- Deprioritised Poor Performers
RO & HU markets
- Applied custom SP strategies prioritising:
- High Revenue products
- High ROAS products
- New Arrivals
This allowed the team to tailor product delivery based on market-specific priorities while still maintaining catalog coverage.
How success was measured
Performance was evaluated through controlled testing across markets, comparing uplift in:
- Order Revenue
- Transactions
- ROAS
The goal was clear: improve efficiency without sacrificing scale.
THE RESULTS
The implementation of Segment Prioritisation delivered positive results across all tested markets, with the strongest performance driven by SMART Segments. BA and HU tests showed particularly strong impact.
🚀 Standout Markets
BA market leveraging SMART Segments
- +13% Order Revenue
- +14% Transactions
- +13% ROAS
The best results were in the BA market, where performance was driven by SMART Segments - automatically created Top and Poor Performer segments.
Because these segments are generated automatically, Sinsay didn’t need to manually select or manage products. Campaign delivery could naturally prioritise stronger items while limiting exposure of weaker ones, ultimately resulting in double-digit growth across key metrics.
HU market focusing on high-value products
- +13% Order Revenue
- +6% Transactions
- +13% ROAS
In the HU market, a tailored SP strategy focusing on High Revenue and High ROAS products delivered strong efficiency gains and revenue growth.
Performance across all markets
Segment Prioritisation delivered consistent positive uplift across all four tested markets, confirming the strategy can scale effectively across different market conditions.
|
Market |
Order Revenue Uplift |
Transactions Uplift |
Roas Uplift |
|
BA |
13% |
14% |
13% |
|
HU |
13% |
6% |
13% |
|
IT |
3% |
8% |
3% |
|
RO |
6% |
10% |
6% |
Overall, SMART Segments together with Segment Prioritisation helped Sinsay improve performance while maintaining full catalog coverage, showing a more scalable and data-driven way to manage large product catalogs.
