Custom Attribution Model Proves Over 29% Lift in Incremental Sales

C ASE STUDY

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Innovative Digital Marketing Strategy Drives Over 29% Lift in Incremental Sales for Leading Mattress Retailer

Lift Generated Per Key Activity of the Customer Journey 36.7%

Current promotions and offers Purchase confirmation Shopping cart Chat with representative

Purchase Lift

by Campaign

13.1% 4.8%

12.1%

3.8% Display

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17.4%

Challenge Our client, a leading mattress retailer, needed to determine the effectiveness of their advertising efforts on driving sales. To achieve the client’s goal, our media strategy and analytics teams collaborated to develop a rigorous measurement solution that would provide the client with accurate, insightful results to inform future business strategy.

Strategy Our team developed a measurement solution that departed from the traditional A/B testing methodology that utilizes public service announcements (PSAs). We pivoted to a ghost bidding methodology, which seamlessly creates exposed vs. control groups without wasting budget on PSA ads, driving efficiencies for our client.

Native

Success We were able to identify the correlation between our client’s digital media strategy and their customers’ decision to purchase. Through our analysis, we determined the majority of the key pixels utilized to track the consumer purchase journey exhibited a lift in conversions. These learnings provided our client with valuable data to support budget allocations and the inclusion of digital advertising in their marketing strategy.