Charlotte Tilbury is an internationally renowned makeup and skincare brand who wanted to better use their existing investment in mar-tech to drive ROAS improvements across their international display channels. Simple first-party audiences like basket abandoners showed great promise but they wanted to explore “what is possible” when using ML to build these audiences from all the available signals in Google Analytics 360. Incubeta DQ&A was tasked with building a more sophisticated retargeting strategy that would drive ROAS improvements and demonstrate the value of Data Science.