Case Study: Andra Group

  PREMIER LINGERIE ETAILER FINDS PERFECT FIT  

Adlucent Doubles Revenue While Improving Profitability

The Search for Superior Return on Investment

Andra Group had worked with other search engine marketing (SEM) agencies and technology providers. Yet, they were unable to expand keyword coverage beyond brand and generic terms at an acceptable level of profitability. Andra knew it was leaving revenue on the table by not marketing product level ads. Moreover, the company had no way of capitalizing on predictable seasonal trends to achieve higher revenue at acceptable margins.

Andra Partners with Adlucent

Andra set out to find a partner that understood its business and the complexity of marketing a large and diverse inventory. It needed someone with the technology to broaden its campaigns, attract new customers and drive additional revenue at better margins. Andra found Adlucent, an intent-based digital marketing and analytics company with a record of success with the world’s largest and most complex retailers. Andra was impressed by Adlucent’s exclusive retail focus, predictive Deep Search® technology and its performance-based model that tied compensation to Andra’s success.

Remarkable Returns Leveraging Deep Search™

Adlucent quickly leveraged its Deep Search technology to eliminate wasted ad spend and improve Return on
 ad spend (ROAS) by over 200% in the first two months. Adlucent also tripled the number of keywords and leveraged its predictive and learning technology to drive greater than 100% revenue growth. Adlucent’s advanced retail modules, like inventory and merchandising, were also used to optimize revenue and profitability by predicting key factors that influence conversion rates and consumer behavior.

Interested in learning more? 
Contact us at solutions@adlucent.com 

About Andra Group

Andra Group is the largest woman-owned Internet retailer of women’s and men’s underwear and intimate apparel through the web properties HerRoom.com and HisRoom. com. These online, style-savvy websites provide one-stop shopping to meet the needs of women and men desiring perfect fit, comfort and definition from fashionable underwear. Andra’s mission is to provide the most up-to-date technical information and the best solutions to meet any underwear or intimate apparel challenge. Marketing the more than 250 brands and categories is a daunting task, made more challenging in a highly competitive environment and volatile economy.

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We would love to discuss how our performance-based paid search services can drive your profitable revenue growth and improve your business performance.

Phone: 1.800.788.9152
Sales: 1.512.222.1923 
Fax: 1.512.912.7719

Email: solutions@adlucent.com

2130 S. Congress
Austin, TX 78704 (Map)

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Michael Griffin

Founder & CEO

As the founder of Adlucent, Michael brings over 12 years of experience in strategic search engine marketing (SEM), bid optimization, consumer demand intelligence and retail analytics.

Michael is a leading thinker and innovator in retail SEM and drives the technology and overall business strategies for Adlucent.

His first venture into the online retail space was in managing paid search for Amazon.com where he helped grow revenue by 300% year-after-year eventually becoming Amazon's largest worldwide partner in search.

Michael built Adlucent as a bootstrapped company and has grown it into a profitable business accustomed to achieving 75-100% year over year growth. Adlucent's growth has been highlighted in the Inc. 500 and the Austin Business Journal's Fast50 listings, and the company's culture has been honored as an AdAge Best Place to Work and an Austin American-Statesman Top Workplace.

Michael is frequently tapped as an expert on the strategies that foster high converting online traffic to drive successful e-commerce. An active member of the Shop.org Research Committee, Michael participates in driving industry research and sharing results with retailers. Michael's work and perspective have been featured in major media outlets, including The New York Times, Inc. Magazine, the Search Insider and TechCrunch.

Prior to founding Adlucent, Michael attended the University of Texas at Austin pursuing a PhD in analytical chemistry where his thesis focused on advanced analytics for medical diagnostics. Michael is the recipient of the prestigious Watson Fellowship and received his BS degree from Davidson College.

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Ashwani Dhar

Chief Client Officer

Ashwani Dhar is an experienced executive, entrepreneur and venture capitalist bringing sales, marketing, business development, and funding experience to Adlucent.

At Adlucent, Dhar is responsible for customer acquisition and overall client success.

During his tenure, he has expanded the company's customer base five-fold while achieving an industry-leading client retention rate. Ashwani has been also responsible for Adlucent's positioning and go-to-market strategy. He pioneered an innovative performance-based model that aligns Adlucent's compensation with its clients' success.

Prior to Adlucent, Dhar was responsible for revenue generation, market positioning and the ultimate business success for successful startup companies like Iconixx, Agea and Trilogy. Ashwani also founded and managed DC International, an international consulting company that focused on the emerging markets of Latin America.

Dhar began his career in strategic consulting for healthcare clients with APM and technology & operations consulting with Andersen Consulting (now Accenture). Dhar also served on the Board of Directors for Bigfoot Networks, Robot Genius and Perception Software through investments from his venture capital firm Venio Capital Partners.

Graduating from the Jerome Fisher Program for Management & Technology at the University of Pennsylvania, Ashwani earned a BS in Economics from the Wharton School and a BSE in Electrical Engineering from the Moore School. He also holds an MBA from Harvard University.

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Tim Ozor

Vice President of Engineering

Tim has over 25 years experience designing and developing high performance software machinery. Tim leads all technology development and operations in the role of VP of Engineering.

Tim's responsibilities also include all data integration, tracking, reporting and analytics utilized by Adlucent.

Since joining Adlucent, Ozor has driven the development of Adlucent's leading edge BuyerPath™ application and analytics platform, which is being utilized to effectively and efficiently manage millions of keyword and product ads for some of the largest online retailers in the world.

Tim's body of work includes Unix operating system development, object oriented middleware design and large scale Web application architecture. Ozor was instrumental in the development of Austin-based Vignette's ground-breaking content management system which served as the core product for Vignette through its IPO and eventual sale to Open Text. Tim was one of the first developers on board at Vignette and was employee 15 at what came to be one of the most successful IPOs in the Austin high-tech industry. Prior to Adlucent, Ozor led the design and development of the highly acclaimed National Transcript Center, which provides a secure electronic trading system for the exchange of student transcripts.

Tim received his BS degree in Computer Science from Clemson University in 1986, and has been committed to achieving higher and higher levels of software mastery ever since. When he is not building industrial strength software, Tim enjoys windsurfing, rock music, and maintaining the lowest carbon footprint and body fat levels possible.

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Brian Vogel

Head Coach - People & Culture

As Head Coach, Brian’s charge is to guide managers and Adlucites to their full potential. With 20+ years of experience as a HR executive and NCAA Division I Athlete and Coach, he instinctively relies on his vast experience in leadership development in business and athletics to bring forth leadership and business enablers.

Prior to joining Adlucent, Brian held various HR executive leadership positions at Verizon and USAA. More recently he led the HR functions at Austin-based FirstCare Health Plans and Campus Advantage. He played a pivotal role in the merger of Bell Atlantic and GTE to form Verizon, one of the five largest mergers in the 1990s. During the merger he directed team of 10 employees who orchestrated placement and /or displacement of 6,000+ staff. In subsequent roles key accomplishments included implementing a third party HR administrative solution valued at approximately $750K annually at Campus Advantage and instituting scientifically based recruiting processes resulting in a 33% improvement in average time to fill for key positions as well as a 20% reduction in turnover. He has also served as a Senior HR Consultant for vcfo and currently maintains his own business performance coaching practice ~ Sundog Coaching Group.

He holds a bachelor's degrees in business administration from University of Notre Dame where he concentrated in Marketing and was co-captain of Men’s Swimming and Diving team. He also has a master's degree in business administration from the University of Illinois where he concentrated in Human Resources at the nationally renowned School of Labor & Employment Relations.

When not coaching, Brian spreads his free time between trying to stay fit doing CrossFit and mountain biking, enjoying quality time with his two daughters Gracie and Elle, and serving as a business consultant to Little Helping Hands, the renowned Austin non-profit he helped found with his wife, Marissa.

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