What’s one way to make good use of data to accelerate your business and improve profitability?
Correct Answer
Create personalized product recommendations.
Key takeaways
Personalised recommendations lift conversion rate and order value without discounting.
Data only accelerates a business when it changes a decision.
Discounts and gifts cost margin directly, so they are a weaker profitability lever.
Why is this the correct answer?
Personalised product recommendations put data to work at the moment it can change the outcome. Using what someone has browsed or bought to suggest what they see next lifts both conversion rate and order value, and it does so without discounting — which is what makes it a profitability improvement rather than a revenue one. The other options either cost money outright or produce information nobody acts on.
Why are the other options wrong?
Create informative spreadsheets for regular meetings.
Spreadsheets for meetings describe reporting on data rather than using it. Information that does not change a decision does not accelerate anything.
Send out birthday and holiday gifts to previous customers.
Gifts are a retention gesture with a direct cost and no targeting logic behind them.
Offer discount vouchers to those who’ve bought from similar stores.
Discount vouchers based on shopping at similar stores give away margin to win a sale that may have happened anyway.
Frequently asked questions about this topic
How does this connect to my Shopping campaigns?
The same behavioural data that powers on-site recommendations also builds your remarketing audiences, so the work is shared. Audiences based on product views and basket abandonment feed straight back into Shopping targeting.
About the Shopping Ads Certification
The Shopping Ads Certification checks that you can run retail campaigns end to end: product data in Merchant Center, linking it to Google Ads, and choosing between Standard Shopping and Performance Max to drive sales and value.
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