Holistic Cross-Channel Strategy Drives 2.5x Increase in Conversion Propensity

Award-Winning Honestly Smart Digital Marketing Partner C ASE STUDY

Integrating a Holistic Cross-Channel Strategy: Increased Conversion Propensity by 2.5x for Leading Mattress Retailer

Finalist 2019–2020

Winner 2016–2017, 2020 Highly Commended 2018

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Single vs. Multichannel Exposure Impact: YTD 0.383% 0.175%

0.254% 0.085%

Display Only

Native Only

Video Only

Contact us to learn more about measurement solutions at info@goodwaygroup.com.

goodwaygroup.com 20F-G647045991 © 2020 Goodway Group. All rights reserved.

0.317%

0.290%

0.371%

2.5x

More likely to convert when users are exposed across multiple channels

0.135%

CTV Only

Display + Native

Challenge

Want to harness the power of data to drive real business outcomes?

0.483%

0.462%

Our client, a leading mattress retailer, needed to determine the effectiveness of including upper funnel media channels within their digital marketing strategy to ensure the ROI was significant enough to justify budget allocations.

Typically, within the media funnel, lower funnel channels often get last-touch credit for conversions. However, the influence upper funnel channels had on the conversions is often ignored in measurement strategies. With a marketing strategy, inaccurate touchpoint measurement usually happens due to the complexity of accurately assigning credit to all touchpoints within the marketing funnel and channel-specific measurement nuances. For example, connected TV is more difficult to measure than other media tactics since it’s IP-based, not cookie-based.

Display + Video

Native + Video

CTV + Display

CTV + Video

CTV + Native

Strategy Our analytics team developed a cross-channel measurement solution powered by Goodway’s ID graph that seamlessly constructed the entire customer pathway to conversion, evaluated the overlap between tactics and assessed how different sets of channel-exposure sequences contributed to lifting performance. By leveraging our ID graph, we eliminate cross-channel, multitouch measurement complexities, which allows us to understand the customer journey to key conversions thoroughly. This measurement solution provided our client with the insights they needed to understand their customer journey to conversion and the weight of influence each channel has in the marketing mix to inform appropriate budget allocations in future strategies.

Success We determined that digital marketing campaigns with both upper and lower funnel media channel exposures drove significantly better performance than single channel strategies.

Upper funnel channels proved to be influential and contributed to conversions more than our client initially hypothesized. Thirty-three percent of converters reached by connected TV also had a display touchpoint within their pathway, demonstrating that upper funnel channels are critical drivers of assists in the customer pathway to conversion. Users exposed across multiple channels were nearly 2.5x more likely to convert than users reached by a single channel, proving key performance synergy driven by cross-channel exposures.