The Objective
A leading electronics and technology retailer in the US wanted to maximize sales during the Black Friday and Cyber Monday (BFCM) sale period. High bid prices and competition prevented the brand from optimizing media spend, resulting in inefficiencies and missed opportunities across online and offline channels. They partnered with Lifesight to implement a unified measurement framework to optimize their marketing.
The Challenge
- Rising bid prices led to inefficient media spending.
- Inability to balance online and offline channel performance.
- Missed opportunities to adjust ad spend in real-time for high-conversion moments.
The Solution
Lifesight analyzed the brand’s past online and offline performance, identifying channels driving the most incremental sales. The brand tested various media mix and forecasted Q4 sales, anticipating demand fluctuations ahead of BFCM. By leveraging historical data, competitive trends, and consumer behavior, Lifesight helped fine-tune ad spend across high-performing channels like TikTok, Google, and programmatic display, instead of traditional media. The model incrementality factor was used in causal attribution to provide granular insights into engagement and conversion, enabling real-time bid adjustments during BFCM. This allowed the retailer to capture high-conversion windows, optimize iROAS, and minimize wasted spend.
Conclusion
Lifesight’s MMM, predictive forecasting and causal based attribution enabled the electronic retailer to efficiently maximize sales during the high-competition BFCM period, significantly increasing their incremental sales and reducing their iCPA.
