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How Rituals used Google Marketing Platform to become a global brand

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Via Google Blog

Rituals accelerates growth with an automated audience strategy 

Rituals has a loyal customer base in Europe, but wanted to reach more people in other regions. To support this growth, Rituals needed a marketing strategy that could scale quickly.

Previously, in order to reach potential customers, the Rituals team would manually build audience lists that they would later use in their marketing campaigns. But as Rituals entered into more new countries, the amount of manual work that went into creating these audiences became excessive. Their team turned to Google Marketing Platform and its machine learning capabilities for help.

Today, Rituals uses Google Marketing Platform to predict which visitors to its website are most likely to purchase and then automatically create audiences of those people. This makes it easier for Rituals to quickly reach them across its marketing campaigns. 

The result? A faster and smarter approach to marketing, driving an 85 percent increase in sales and a 15 percent decrease in cost-per-acquisition.

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