Project Details
GlowMetrics started managing O'Callaghan Collection's digital ads in January 2025. The approach was to build a foundation for future growth centered on mixing data signals with creativity using the power of machine learning.
We moved beyond basic tracking, utilising Google Tag Manager to build tags that supported predictive audiences - identifying predicted top 28-day spenders, lapsed seasonal searchers and blended with CRM audience-specific data. We paired these signals with hyper-relevant creative themes (e.g. Date Night in Dublin, Girly Getaway weekends) - informed by AI-driven search intent analysis.
Not just targeting; this was a top to bottom funnel ecosystem. We directed traffic to custom-built, UX-optimised landing pages that incentivised direct booking and data capture, creating a self-sustaining cycle where current campaign interactions generated the first-party data required to fuel future strategy.
Client Testimonial
“The strategy GlowMetrics developed and led was a game-changer, shifting our strategy to focus more sharply on performance and ROAS. This new approach has allowed us to generate better return year-on-year, even with a reduced spend, which speaks volumes about their data-driven approach and understanding our goals.
Overall, GlowMetrics have become a trusted partner, bringing strategic insight, ongoing support and measurable results. We’re excited to see how the partnership continues to grow.”
