What are the online and offline drivers of online sales performance?
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.