How a $1B Gaming company drove 8% incremental revenue using Lifesight MMM

increase in incremental revenue

increase in incremental token purchases

reduction in iCAC

IN THIS STORY

The Objective
The Challenge
The Solution
Conclusion

The Objective

A leading home accessories and décor brand wanted to refine its media strategy for the upcoming BFCM, but shifting consumer behaviors and outdated data from last year’s campaign posed a challenge. The brand needed to understand which recent top-selling products were driving incremental sales and adjust its overall media mix to improve ROI.

The Challenge

Inaccurate measurement of marketing activities due to iOS privacy updates.
Over-investment in saturated bottom-of-funnel channels like retargeting and branded search.
Difficulty in assessing the true impact of top-of-funnel brand campaigns.

Last-touch based attribution significantly undervalued our brand campaigns, making us think they were ineffective. Lifesight’s incrementality-based measurement approach helped us gain a clear understanding of the true impact of all our TOFU campaigns. This insight enabled us to reallocate budgets effectively, and drive more revenue.”

Director of Acquisition, Gaming app company with $6M monthly marketing spend

The Solution

Lifesight integrated the customer’s MMP, marketing and sales data via data warehouse and ad platform integrations, and then built a custom MMM that identified an over investment in saturated bottom of funnel channels including retargeting and branded search. The model recommended reallocating spend to top of funnel brand campaigns across CTV and offline channels.

Conclusion

Utilizing Lifesight, the company successfully implemented a new Measurement framework powered by MMM and were able to achieve better business outcomes with the same budget. MMM provided additional actionable insights, enabling the brand to understand the contribution of organic and owned marketing activities to make better strategic decisions.