Wayfair has announced the roll-out of its proprietary search engine marketing platform in Europe. Known as Athena, the platform was built in-house by Wayfair’s engineering, data science and marketing teams and has been the backbone of the online retailer’s search engine marketing success in the USA, and a driver of significant growth for the business.
“With the development and deployment of Athena in the U.S., Wayfair has dramatically improved its ability to reach customers across a long tail of search terms, bring those customers to the products they are searching for, and, as a result, drive greater revenue and profitability,” noted Ed Macri, chief product & marketing officer, Wayfair. “We are adapting the platform for Europe and look forward to achieving similar success as we continue to expand our business in the UK and Germany.”
With an ever-changing catalogue of more than seven million products, Wayfair required a customised approach to most effectively connect with its customers through search. Athena builds on Wayfair’s big data expertise, leveraging automation and machine learning to increase return on ad spend, streamline workflows, and improve overall marketing campaign performance.
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