The Objective
An e-commerce beauty brand wanted to maximize its Black Friday-Cyber Monday (BFCM) sales. The brand invested heavily into paid media and influencer marketing but were unsure of how each channel contributed to incremental sales. They turned to Lifesight to understand their media mix effectiveness and optimize their marketing strategy to drive incremental sales.
The Challenge
- Lack of clarity on which media channels contributed to incremental sales.
- Over-reliance on underperforming channels like Facebook Ads.
- Difficulty optimizing budget allocation across influencer, paid media, and retargeting.
The Solution
Lifesight applied advanced causal-based MMM to analyze the brand’s historical data, revealing the true contribution of each marketing channel to incremental sales. Facebook Ads only accounted for 9% of incremental sales, leading to reduced spend, while Google Shopping ads drove 18%, with the retargeting budget shifted to prospecting. Lifesight’s view-through attribution helped the brand scale investment in TikTok as click based attribution underreported the channel effectiveness. By reallocating the budget based on these findings, Lifesight helped the brand optimize channel & tactic media spends.
Conclusion
Lifesight’s causal-based MMM and click + view based attribution model enabled the brand optimized its marketing budget, redistributing spend to the most effective channels for the short-term sale period. As a result, they experienced a record-breaking BFCM sales period with a significant increase in iROAS, setting new sales records for the company.
