Has recent brand media helped drive site performance? How does the brand ROI compare to online channels, and which online channels are the most effective?

• Build models to properly attribute online channels, moving away from the existing last-click approach.
• 3 years of data needed with full models for business KPIs, with a cyclical link between the two.

• Validated the recent brand approach and identified poorly performing channels in the online space.
• Increase in revenue identified through optimal media-mix & seasonal timing, with considerable scope to earn additional revenue by increasing the budget.