The challenge
DIG wanted to grow its online ordering business with customers who had never tried the brand.
A guest might see an ad and order online, or see it and walk in. DIG needed one reliable system that counted both.
The solution
1. Customer Data: Learn from known guests
Adentro matched known visitors in DIG's CRM to profiles in its Affinity Network, revealing where DIG customers go and how they behave.
2. Affinity Network: Find the next DIG customer
Adentro used those patterns to build prospecting audiences of people with the same habits who had never visited DIG.
Because the seed was matched to verified visit behavior, the audience was grounded in what DIG customers actually do.
3. Paid social: Optimize for online orders
Adentro ran paid social campaigns to those audiences with a sales objective, using online orders as the primary KPI.
4. POS and pixel matchback: Measure online and in-store in one view
A tracking pixel and POS data measured online orders and their value. The reported ROAS applies to online revenue only.
As a secondary metric, Walk-Through Rate™ matched ad exposure to device-verified visits when guests connected to DIG's Guest WiFi.
The results
- 39.9:1 online ROAS, on online revenue within two months
- $2.05 cost per online order, tracked via pixel and POS data
- 49.5% higher average order value than original projections