Attribution modeling helps an electronics company reduce Cost Per Action (CPA) by 20% improves Industry Electronics

Our Approach  Attribution Modeling  Marketing Mix Optimization

Impacts  Cost Per Action 20%↓  Digital marketing investment 300%↑

BACKGROUND Our client was a leading brand in Consumer Electronics & Computers. Having invested heavily in paid search, display & video advertising, they wanted to understand how all digital channels work together to drive on-site user interactions. In addition, they wanted to find out the optimal spend mix in order to maximize ROI.

STRATEGIES  

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First, we developed a new KPI framework to effectively measure on-site engagements, followed by customized JavaScript codes and attribution models. Several months after the implementation, we found some important insights; o Some channels were efficient in driving new engagements, and some were in serving existing customers. o There was 50%+ incremental traffic from paid to non-paid channels (e.g. organic search). Based on these insights and statistical models, we could make recommendations on how to optimize multi-million dollar budget across digital media.

RESULTS  

After implementing our recommendations on budget allocations, the client has seen 20% reduction in Cost Per Action. As they gained newfound confidence in our data-driven approach, digital marketing spend has increased by 300%.

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