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Multinational Conglomerate Drives Personalized Omnichannel

Case Study

Multinational Conglomerate Drives Personalized Omnichannel

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Product Used

ADA Global Personalization Suite:

The Results

0 %
lift in cross-brand communications
0 %
reduction in marketing investments
4-5 %
incremental revenue
0 %
reduction in churn

The Client

The client is a multinational conglomerate that operates across 40 countries, driving over 30 businesses and 300 brands. They are the master franchise for some of the leading international brands in retail, food & beverage, automotive, engineering, credit, etc.

The Challenge

The scale and complexity of business with multiple brands and multi-country operations meant managing customer data and creating a single source of truth was a challenge. As a result, marketing decisions were more gut-based and shallow analytics-driven. With ADA Global, they aimed to:

  • Centralize their customer data and create Golden Customer Records to understand customer behavioral patterns, ensure better segmentation, and improve data analysis
  • Remove the dependency of running SQL queries to draw basic insights and build models
  • Delivered personalized, contextual messages through SMS, email, app push notifications, and other channels to improve conversion rates and lifetime value of customers

Unify Your Customer Data to Drive Personalized Multichannel Marketing and Customer Engagement

Real-time Customer Profiles

Use ADA Global CDP to capture behavioral data in real-time for both known and anonymous customers. Create dynamic segments for activation at scale.

Predictive Customer Analytics

Leverage actionable algorithms to create granular micro-segments. Perform look-alike and propensity analyses to drive next-best actions, and measure response with campaign and journey analytics.

Omnichannel Marketing Campaigns

Leverage machine learning algorithms, advanced analytics, and micro-segmentation tools to automatically orchestrate, test, and optimize personalized campaigns across the entire customer journey.

Personalized Customer Engagement

Leverage data to send the right promotions and content to shoppers, at an individual level. Auto-optimize and eliminate tedious manual A/B tests.
Content
The Results
The Client
The Challenge
Unify Your Customer Data to Drive Personalized Multichannel Marketing and Customer Engagement
Get in touch

Want to learn more about ADA Global’s Customer Data Management and Personalized Outbound Marketing capabilities?

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Top Brands Trust Algonomy

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From Pilot to Profit:
 How Martin & Servera Built Retail Media In-House

Case Study

From Pilot to Profit:
 How Martin & Servera Built Retail Media In-House

Get a Demo
Segment

Food & Beverage

The Results

Martin & Servera validated Retail Media as a scalable revenue stream using ADA Global’s Recommend™ and DSW, without investing in a costly point solution.

From September 2025 through April 2026, the program delivered strong outcomes across all key metrics.

Placements closer to the point of purchase, such as the search results page, consistently delivered the highest engagement and conversion rates.

0 %
Average Purchase Rate
0 %
Click-Through Rate (CTR)
0 X
CTR vs. standard recommendations
0 +
Suppliers onboarded within the first year

The Client

Martin & Servera is Sweden’s leading wholesaler for the restaurant and foodservice industry. Formed in 2012 through the merger of Martin Olsson and Servera R&S, the company supplies fresh produce, beverages, equipment, services, and training to restaurants, cafés, bars, and canteens across the country.

For over a decade, Martin & Servera has partnered with ADA Global, using Recommend™ (with Engage) to deliver personalized, data-driven recommendations on their B2B platform. This helps engage customers, improve relevance, and ensure users quickly find what they need.

Personalized Product Recommendations on Home Page, powered by Recommend™.

The Challenge

Having built a personalized procurement experience, Martin & Servera saw Retail Media as the next growth opportunity. They wanted to monetize website space by displaying sponsored product recommendations from supplier brands and private labels.

While they had identified high-impact placements and built a business case, they lacked the infrastructure to execute. The team needed to:

  • Automate sponsored placements: Activate sponsored products by keyword, placement, audience, and campaign dates without manual merchandising.
  • Manage campaigns efficiently: Onboard, monitor, and optimize supplier campaigns without creating operational burden for the eCommerce team.
  • Personalize sponsored ads: Ensure sponsored products remain relevant through segmentation and behavioral context.
  • Avoid third-party ad solutions: Validate retail media in-house without revenue share models or vendor lock-in.

Martin & Servera required flexibility, automation, and control without overhead.

The Solution

1 How it works

Martin & Servera activated sponsored recommendations in four key areas:
search results page, search flyout, mini cart, and checkout.

Sponsored product ads for spirits on Search Results page, powered by Recommend™ and DSW.
Suppliers purchase sponsored placements for specific search terms. Martin & Servera manages these agreements and uploads campaign files to DSW. Each file contains the search term, product SKU, campaign dates, and ranking score.

DSW combines campaign inputs with Martin & Servera’s product catalog and customer behavioral data, including searches, clicks, add-to-carts, and purchases collected through Recommend™. Using queries, the data team generated structured tables that mapped keywords to sponsored SKUs.

These tables power custom strategies that automatically inject sponsored products into the right placements for the right audience segments, and activate and expire campaigns, without manual merchandising.

Sponsored product ads for Heinz in the Search Flyout, powered by Recommend™ and DSW.

Built on Martin & Servera’s existing ADA Global setup, the team built a custom campaign planning tool to complement it. Together with ADA Global, this avoided the cost and complexity of a dedicated third-party retail media platform. After go-live, the only ongoing step was regularly uploading supplier campaign files.

Sponsored product ads for milk in the Checkout pop-up, powered by Recommend™ and DSW.

2 What Sets This Program Apart

  • Built on Existing Personalization Infrastructure
    Sponsored product ads are launched on the existing ADA Global stack, with no vendor lock-in or revenue share models. Operationally, this means that Martin & Servera have access to the full suite of merchandising controls within Recommend™, which they use to optimize their campaigns.

    With the Segment Library feature, they can create different customer segments based on shopper business type and location, then target those segments in Merchandising Rules to prevent sponsored products from appearing to audiences where they are unlikely to perform well and vice versa.

  • Full Control with Automation

    Brand relationships, placements, segmentation, and revenue stayed in-house, while execution was automated.
  • Flexibility by Design
    The solution was built with several business goals in mind from the start, making it flexible and versatile enough to serve both supplier brands and private-label products across multiple placements and customer segments.
  • Built for Growth, Powered by a Small Team
    Managed by a small, cross-functional team with high autonomy, the solution is designed to grow with their needs. This makes decision-making agile, without the cost or complexity of a third-party ad server.

What’s Next for Martin & Servera and ADA Global

Martin & Servera is scaling their Retail Media program, closing deals with new suppliers while ensuring existing partners continue to see the value and reinvest. The team is continuing to fine-tune targeting options, gather deeper insights from campaign performance, and build greater automation into their campaign management process.

Content
The Results
The Client
The Challenge
The Solution
What’s Next for Martin & Servera and ADA Global
Get in touch

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Wine.com Drives AttributeBased Recommendations for Personalization
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0 %
Reduction in out-of-stock across stores
0 %
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Your Retail Media program starts here.

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Consum delivers Omnichannel Personalized Shopper Experiences

Case Study

Consum delivers Omnichannel Personalized Shopper Experiences

The largest cooperative in the Spanish Mediterranean with 790 stores and over 3.5 million customers were able to deliver delightful customer experiences resulting in –
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The Results

0 %
increase in average basket value
0 %
improvement in visit frequency

The Client

The client is one of the largest electronics retailers in the world, offering thousands of products across multiple categories such as personal computing, imaging/printing, and computer accessories through its network of exclusive and retail partner stores.

The eCommerce division of the firm was facing multiple challenges with respect to its promotions and pricing strategy.

The largest cooperative in the Spanish Mediterranean with 790 stores and over 3.5 million customers were able to deliver delightful customer experiences.

The Solution

1 Unify Your Customer Data to Drive Personalized Multichannel Marketing and Customer Engagement

Real-time Customer Profiles

Delivering seamless offline and online engagement is difficult, but with ADA Global’s single unified recommendation engine, you can engage customers with automated personalized recommendations, offers based on 150+ out-of-the-box strategies, seamlessly across offline and online touchpoints throughout the customer journey.

  • Drive 30% higher conversions

Real-time Customer Profiles

Grocers are aiming to reduce average time taken to build the cart and check out under 8 minutes and make shopping experience frictionless.

Build carts faster, simplify buying with pre-built carts based on pastpurchases, brand affinities, customer preferences.

Encourage upsells by enabling one click ‘Buy the recipe’ with personalized suggestions in real-time based on customer behaviour, preferences, and purchase history.

  • Increase basket size by 20%
  • Reduce time to check out by 40%

Real-time Customer Profiles

Personalizing for new visitors is a challenge since there is no past purchase history.

Personalize for first time visitors and inspire them to purchase by understanding intent and context like trending products, top sellers of the day/week, products with higher ratings, popular products based on geo location.

Boost or recommend new or long tail products that they may not be aware of from your catalogue using NLP.

Identify your best customers based on RFM models. Also, get insights into churn trends, retention forecasts.

Curate personalized combo offers based on extensive market basket analysis, purchase patterns and behaviour. Increase repeat visitors and repeat purchases by 2x.

Omnichannel Marketing Campaigns

Assist visitors discover products faster and increase conversions by 30% by individualizing search results based on attributes like size pack, price band, product type, ingredients.

Predictive Customer Analytics

Localize assortments based on sales forecast, seasonal trends, purchase patterns and weather.

Analyze attributes like shelf duration, weight and date to optimize fresh produce inventory and sales.

Personalized Customer Engagement

Strike a balance between manual and automated merchandising. Assist Merchandisers with faster replenishment using real-time auto-optimization and custom strategies created manually.

Predict out of stock and prevent lost sales by atleast 5-10%

Content
The Results
The Client
The Solution
Get in touch

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Wine.com Drives AttributeBased Recommendations for Personalization
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0 %
Reduction in out-of-stock across stores
0 %
increase in revenue

Top Grocery and Convenience Store brands trust Algonomy

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A top e-grocer powers insight-led decisions with
a modern data framework

Case Study

A top e-grocer powers insight-led decisions with
a modern data framework

Download PDF
Segment

Online Grocery

Objective

Build a reliable and scalable enterprise-wide data platform that supports key analytics and business requirements

Solution

AlgoLake – Modern Data Platform for Retail

The Results

0 %
Data sync speed
0 %
Elevated data responsiveness
  1. Achieved a 20% increase in data synchronization speed
  2. Elevated data responsiveness by 15%
  3. Achieved significant strides in data democratization across several dimensions, notably:
    1. Expedited time-to-insight
    2. Enhanced operational and cost efficiency
    3. Increased data utilization, adoption, and engagement
  4. Significant sales uplift with quicker and more efficient pricing analysis

The Challenge

The client encountered several obstacles related to its data infrastructure that were hindering its business expansion, including

  • Limited ability to process high volume, variety and velocity of data to enable critical functions such as pricing, recommendations, personalization and more.
  • Overdependence on manual interventions to generate analytical reports as needed, and inability to extract valuable insights within a suitable time frame.
  • Increasing expenses linked to data storage and a decrease in business system dependability due to suboptimal data segregation.

In view of these aforementioned difficulties, the client endeavored to create a state-of-the-art data framework that would serve as a catalyst for their ongoing endeavors to spearhead the digital-first grocery landscape.

The Solution

1 AlgoLake: Scalable, Agile and Insights-led Data Framework for Retail

ADA Global’s AlgoLake introduced a ready-to-use framework that empowered the Client to establish its modern data platform. This streamlined solution facilitated the platform’s implementation, allowing the Client to achieve the setup 40% quicker than traditional data lake implementation.

Key highlights of this solution include:

  • Aggregation of data from diverse sources, encompassing sales, procurement, social media, campaigns, clickstream, pricing, product catalog, customer and brand information, promotions, supplier details, and more, and seamlessly integrating it with downstream business systems.
  • Expanding data management capabilities to effectively handle extensive data loads across 700000+ SKUs, supporting up to 300,000 orders daily.
  • Automation of data synchronization and reporting to enable faster time-to-decisioning across business functions
  • Enhancing storage efficiency through intelligent segregation of active and archived data, resulting in reduced storage expenses and enhanced system dependability for the Client.

With the help of AlgoLake, the Client improved upon the following use cases:

  • Pricing Analysis
  • Brand intelligence
  • Category performance monitoring
  • Customer segmentation and personalization
  • Geospatial analysis

Content
The Results
The Challenge
The Solution
Get in touch

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Wine.com Drives AttributeBased Recommendations for Personalization
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0 %
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McDonald’s (West & South India) Drives a 40% Increase in Omnichannel Customer Base with Data-driven Marketing

Case Study

McDonald’s (West & South India) Drives a 40% Increase in Omnichannel Customer Base with Data-driven Marketing

Download PDF
Segment

QSR

Objective

Drive data-driven marketing at scale to increase omnichannel customer base

Product Used

Outcomes

0 %
increase in omnichannel customers
0 %
YoY increase in customers using McDelivery Services
0
million
customer engagement opportunities created across 6 channels

The Client

  • The Client has a Master Franchisee relationship with McDonald’s Corporation USA and has been the custodian of the brand since its inception in 1996.
  • With a customer base totaling about 30 million, McDonald’s is one of the largest QSR chains in the Indian subcontinent

The Challenge

  • Improving frequency, enhancing customer experience across digital channels, and driving insights-led marketing campaigns were the three drivers for McDonald’s to look for an integrated customer engagement platform.
  • McDonald’s sought a platform that would enable:
    • Single customer view
    • Deep customer insights
    • Omnichannel marketing

The Solution

1 Customer Data Platform (CDP) for Data Integration & Deep Insights

  • McDonald’s started by deploying ADA Customer Data Platform to centralize their customer data that was earlier stored across disparate systems.
  • This helped the retailer build a unified, omnichannel view of customers across web/app, third-party data (food aggregators), and in-store.
  • The CDP’s intelligence layer helped unlock actionable customer insights – behaviors around taste preferences, purchase/menu items affinity, etc.
  • This helped create granular customer segments (behavioral, lookalike profiles, and RFM segments) that enabled advanced analytics to refine the overall marketing program efficiency.

  • CRM Tags helped track customer behaviors like preferences (veg/non-veg), meal buyers, category affinity, etc.
  • The CDP also provided a single and exhaustive dashboard to track CRM performance goals related to Frequency, Retention, and Incremental sales at different levels like segments, business models, regions, etc.
  • Armed with deep insights, McDonald’s was able to set the stage for data-driven marketing across channels.

2 Customer Journey Orchestration for Marketing Automation

  • After solving the data quality issue and building a Single View of Customers (SVC), McDonald’s deployed ADA’s marketer-friendly Customer Journey Orchestration (CJO) solution to drive data-driven marketing.
  • With CJO, the retailer created automated journeys for broadcast campaigns (weekly promotions across app/email) as well as focused CRM objectives such as:
    • Increased penetration of McDelivery Services
    • Increased frequency
    • Retain and win back lapsed customers on online channels.

  • McDonald’s orchestrated campaigns on multiple channels, including SMS, Email, Facebook, and WhatsApp.
  • CJO provided the ability to run A/B tests to optimize marketing campaigns based on price, messaging, target audience, etc.
  • It also provided a Universal Control Group (UCG) to measure incrementality in campaign-driven sales/revenues

3 End-to-end Campaign Management with Marketing Services

  • In addition to leveraging tech, McDonald’s worked with ADA’s analytics and campaign specialists to extend its marketing team’s capacity to run campaigns.
  • The specialists helped with the setup, execution, tracking, measurement, and reporting for optimizations.
  • Moreover, the specialists assisted the CRM team and Operations team with ad-hoc analyses around insights for store operations, CRM program objectives, limited-time offers, menu combos, etc.
  • With Marketing Services, McDonald’s set up complex journeys for multiple customer lifecycle scenarios (New Customers, Returning Customers, Lapsed Customers) across channels.

The Results

  • Leveraging ADA’s solution stack and managed services, McDonald’s is now able to reach out to their installed base of customers across 6 different channels and has till now created over 44 Million engagement opportunities.
  • McDonald’s has executed over 5K campaigns – the volumes of which have grown 12% MoM over a year.
  • Specific campaigns focused on win-back / cross-channel acquisition have shown significant results with conversion rates of ~9%.
  • With such a precise targeting strategy, the omnichannel customers have increased by over 40% in the last 18 months, with CRM focused campaigns driving 1 in 5 omnichannel users.
  • Customers using McDelivery Services (app/website) have also increased by 33% YOY.

The Future

McDonald’s will continue working with ADA to drive digital experience personalization with personalized content and menu recommendations across multiple touchpoints – delivery app, digital kiosks, and even in-store POS.

Content
Outcomes
The Client
The Challenge
The Solution
The Results
The Future
Get in touch

“The CDP and Customer Journey Orchestration projects were key to McDonald’s India’s digital and data transformation journey, whereby we were able to build capabilities to drive insights-driven marketing across channels. We deeply appreciate the invaluable assistance provided by ADA’s analytics and campaign specialists, who have worked closely with us to develop and optimize our campaigns.”

Arvind R P
CMO
McDonald’s India

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Wine.com Drives AttributeBased Recommendations for Personalization
Food & Beverage US

Wine.com Drives AttributeBased Recommendations for Personalization

See full story
0 %
Reduction in out-of-stock across stores
0 %
increase in revenue
See all customer stories

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A Large Pizza Franchise Hyper-personalizes Marketing Campaigns, Improves Purchase Frequency and Average Order Value

Case Study

A Large Pizza Franchise Hyper-personalizes Marketing Campaigns, Improves Purchase Frequency and Average Order Value

Download Case Study
Product Used

The Results

  • Leveraging ADA Global’s solution stack and managed services, McDonald’s is now able to reach out to their installed base of customers across 6 different channels and has till now created over 44 Million engagement opportunities.
  • McDonald’s has executed over 5K campaigns – the volumes of which have grown 12% MoM over a year.
  • Specific campaigns focused on win-back / cross-channel acquisition have shown significant results with conversion rates of ~9%.
  • With such a precise targeting strategy, the omnichannel customers have increased by over 40% in the last 18 months, with CRM focused campaigns driving 1 in 5 omnichannel users.

The Client

The client runs the pizza business for one of the top three pizza brands in the world. They own and operate over 500 stores across 200+ cities, catering to over 50 million orders from 7+ million customers.

The Challenge

The client’s marketing team wasn’t equipped with the right customer insights to personalize their campaigns, which resulted in poor marketing ROI. With ADA Global, they aimed to:

  • Integrate their customer data across online and offline channels to create a unified view of each customer.
  • Create granular customer segments and gain a deeper understanding of customer journeys.
  • Personalize marketing with respect to each customer’s preferences, transactional behavior, lifecycle stage, and promotional activity.

The Solution

1 Unify Your Customer Data to Drive Personalized Multichannel Marketing and Customer Engagement

Real-time Customer Profiles

Use ADA Global CDP to capture behavioral data in real-time for both known and anonymous customers. Create dynamic segments for activation at scale.

Omnichannel Marketing Campaigns

Leverage machine learning algorithms, advanced analytics, and micro-segmentation tools to automatically orchestrate, test, and optimize personalized campaigns across the entire customer journey.

Predictive Customer Analytics

Leverage actionable algorithms to create granular micro-segments. Perform look-alike and propensity analyses to drive next-best actions, and measure response with campaign and journey analytics.

Personalized Customer Engagement

Leverage data to send the right promotions and content to shoppers, at an individual level. Auto-optimize and eliminate tedious manual A/B tests.

Content
The Results
The Client
The Challenge
The Solution
Get in touch

“In this fast-paced, digital-first world, we have to make important decisions quickly to keep up with ever-changing consumer needs and preferences. We believe ADA Global will give us a strong data foundation and the insights we need to make better and more timely decisions.”

CFO

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Wine.com Drives AttributeBased Recommendations for Personalization
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Wine.com Drives AttributeBased Recommendations for Personalization

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0 %
Reduction in out-of-stock across stores
0 %
increase in revenue

Top Brands Trust ADA Global

Read the Case Study

Major US Supermarket Drives Datadriven Marketing Personalization

Case Study

Major US Supermarket Drives Datadriven Marketing Personalization

Download Case Study
Product Used

The Results

+ 0 %
Digital Account Growth
+ 0 %
Revenue
0 x
Increase in Mobile App Usage

The company, established in 1936, is among the largest privately-owned retail chains in New England. The grocer is listed in Forbes Top 500 Private Companies. In addition to grocery, the company covers pharmacy, prepared foods, and fresh foods.

The Challenge

The company was experiencing poor customer engagement and low conversions from their marketing campaigns due to the lack of insights-driven personalized, omnichannel marketing. They aimed to:

  • Create a unified view of customers across online and offline channels
  • Create granular customer segments and gain a deeper understanding of customer journeys
  • Drive personalized marketing — curated to each customer’s preferences, transactional behavior, lifecycle stage, and promotional activity — across touchpoints

Our partnership with ADA Global, and use of their customer analytics solution to power our digital engagement and personalization platform, has helped us deliver the kind of contextualized digital experiences and interactions that consumers are expecting from their brands of choice. And most importantly, we’re seeing these efforts translate into incremental sales and profits for our retail clients. At the end of the day, that’s what it’s all about.

– Randy Crimmins, Chief Strategy Officer at Relationshop (ADA Global channel partner for grocery clients in the US)

Unify Your Customer Data to Drive Personalized Multichannel Marketing and Customer Engagement

Real-time Customer Profiles

Use ADA Global CDP to capture behavioral data in real-time for both known and anonymous customers. Create dynamic segments for activation at scale.

Predictive Customer Analytics

Leverage actionable algorithms to create granular micro-segments. Perform look-alike and propensity analyses to drive next-best actions, and measure response with campaign and journey analytics.

Omnichannel Marketing Campaigns

Leverage machine learning algorithms, advanced analytics, and micro-segmentation tools to automatically orchestrate, test, and optimize personalized campaigns across the entire customer journey.

Personalized Customer Engagement

Leverage data to send the right promotions and content to shoppers, at an individual level. Auto-optimize and eliminate tedious manual A/B tests.

Content
The Results
The Challenge
Get in touch

Explore More Resources on Personalized Marketing

Wine.com Drives AttributeBased Recommendations for Personalization
Food & Beverage US

Wine.com Drives AttributeBased Recommendations for Personalization

See full story
0 %
Reduction in out-of-stock across stores
0 %
increase in revenue

Top Brands Trust Ada Global

Read the Case Study