A DTC Home Brand Maximized ROI by 15% with Universal Attribution

reduction in wasted ad spend

increase in ROI

IN THIS STORY

Introduction
The Challenge
The Solution
Step-by-Step Implementation
Key Results
Conclusion

Achieve results like these.

Introduction

Every year, top American retailers see some $14-15 billion in marketing-driven sales, which means decisions on how to allocate marketing dollars – and specifically, media spend – aren’t taken lightly. This DTC Home brand serves as a beacon for brands striving for data-driven success. Operating across multiple platforms – from social media to search engines – the brand understands the critical role that accurate metrics play in optimizing ad spend and driving ROI. While it was clear that online channels significantly contributed to sales, the team needed help understanding precisely which channels were their top performers and where they may be overinvested. Navigating the complexity of ad attribution proved to be a significant challenge, causing inefficiencies in their advertising efforts and hindering their business objectives.

The Challenge

The brand runs a series of advertisements across different platforms, including social media, search engines, and other online channels. While most of the brand’s rapid growth was fueled primarily through advertising on Facebook and Instagram, it needed to understand whether they had pushed the channels too far. Had they saturated their audiences or was there still room to scale up in Facebook and Instagram? The organization struggled with

Inability to determine which channels were driving conversions
GA4 was giving inaccurate & unitimely attribution report
No holistic, deduplicated view of customer behavior across different ad channel
Inefficiency in reallocating budget to the most effective channels, leading to wasted ad spend

Getting real-time data is crucial for us, just as it is for all DTC brands. This allows us to engage more intimately with the end consumer than traditional retailers can. Seeing clear evidence of the campaign’s incremental growth empowers us to allocate our budget more efficiently.

VP, DTC Brand

The Solution

Holistic Deduplicated View: By connecting their ad channels with Lifesight, they gained a deduplicated, 360-degree view of customer behavior across all touchpoints. This helped them understand how different channels contribute to the customer journey.

Customizable Attribution Models: Lifesight’s Measure allows users to select an attribution model and window that aligns with their business goals, providing a more customized view of channel effectiveness.

Detailed Reports: Lifesight’s Measure generated attribution reports based on the brand’s configuration, providing actionable insights to make data-driven decisions.

Step-by-Step Implementation

Ad Channels Integration and Enhancement: The brand efficiently integrated its advertising channels into Lifesight’s platform, experiencing a 38% increase in GA4 conversions post-iOS 14.5 update due to precise, data-driven attribution offered by Lifesight’s advanced Customer Data Platform (CDP).
Data Enrichment and Remarketing: By utilizing Lifesight’s First-Party ID graph, the brand enriched its remarketing audiences and clarified conversion attributions, optimizing data accuracy and reducing previously deemed organic conversions by 18%.
Server-Side Enrichment & Targeting Refinement: Lifesight Connect’s server-side enrichment identified a greater subset of anonymous profiles, improving match rates by 35% and enabling the brand to decrease reliance on open audience targeting, resulting in a 22% drop in overall CPA.
Configurable Attribution Model and Analysis: The brand leveraged Lifesight’s features to select an attribution model aligned with their business objectives and conducted meticulous, real-time data analysis, allowing for refined attribution models and maximized advertising potential and business outcomes.

Key Results

After implementing Lifesight’s Measure, the brand witnessed significant improvements in its advertising efforts:

20% Reduction in Wasted Ad Spend: By reallocating the budget to channels that drive conversions, they saw a considerable drop in wasted ad spend.
15% Increase in ROI: With more efficient spending, they saw a boost in ROI within the first quarter of using Lifesight’s Measure.
Enhanced Decision-Making: Scaled into five new digital tactics, Lifesight Measure incrementality reads informed campaign, audience level optimization.

Conclusion

By leveraging Lifesight’s Measure, the brand was able to optimize its ad spending through accurate channel attribution. Not only did this eliminate the wastage of ad budget, but it also led to an increased ROI and empowered the brand to make data-driven decisions. For brands struggling with attribution challenges, Lifesight’s Measure offers a robust solution that can significantly improve advertising efficiency and business outcomes.