by Maximilian Clarke

From their headquarters in Liverpool, the team at OptiMine UK is delighted to announce another business success story at The Hut Group — one of the UK’s leading online retail groups, with their advertising optimisation software.

“We are extremely happy with the results at the The Hut”, said Richard Jackson, Client Director for OptiMine Ltd, he went on to explain, “OptiMine is an advanced pay per click bid optimisation software which delivers highly effective results by leveraging innovative automated machine learning techniques.

“The system not only creates daily forecasts for the performance of each search advert placement, it also automatically sets optimal bids — in fact, it routinely yields improved returns of 25 percent or more for a company’s paid search campaigns. Maybe that is why we already have 7 companies in production after only 6 months.”

Dan Morris, Head of Paid Search at The Hut Group says, “Our multi-site, multi-brand model sells a broad range of products across key FMCG categories ranging from Health & Beauty, Sports Nutrition, Gifting to Entertainment. Since launching in 2004, the Hut Group has seen rapid growth through development of own-brand sites and, more recently, targeted business acquisitions to now command leading market positions over multiple industries internationally.

“Because our brands have high unit sales, strong customer loyalty and significant levels of repeat business, we required a truly scalable, market-leading bid management platform capable of optimisation in aggressive UK and international markets. We also wanted a tool which could be easily managed by our growing team of in-house analysts, and this is exactly what OptiMine has offered us.”

The Hut Group initially purchased OptiMine to support its luxury hair and beauty retail site - lookfantastic.com. As a result of the efficiencies and successful results OptiMine delivered, The Hut Group are now planning to adopt the OptiMine solution across the rest of their online retail portfolio too.

Dan Morris adds, “We selected OptiMine because of its unique competency around making mathematically driven decisions across our portfolio of keywords and sites. Its automated approach to bid management has not only delivered incrementality at greater efficiency, but has also freed the team up to focus on other vital business development functions for us.

“The around-the-clock support from OptiMine, right from senior management and account managers to analysts and technical support has been outstanding — and they continue to validate our optimisation setup and offer us invaluable guidance.”

Richard Jackson adds, “At OptiMine our mission is simple: to create business solutions that enable companies to be more efficient, more competitive and highly profitable.”