E-commerce Case Study

Challenge

  • 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?

 

Solution

  • 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.

 

annual-media-response-curve

 

Benefit

  • Validated the recent brand approach and identified poorly performing channels in the online space.
  • £3.5m+ increase in revenue identified through optimal media-mix & seasonal timing, with considerable scope to earn additional revenue by increasing the budget.
  • Categories: E-commerce, Media ROI, Real Attribution Modelling

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