A DTC beauty brand sought to boost their Black Friday and Cyber Monday (BFCM) sales but faced uncertainty about the impact of their paid media and influencer efforts. With budget inefficiencies looming, they needed a clear path to higher incremental sales and profitability.

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Leveraging Lifesight’s Causal-Based MMM for Maximum ROI

Lifesight’s advanced attribution models uncovered the true value of each marketing channel.

Challenges:

  • 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.

Solution:

Lifesight’s causal-based MMM revealed the effectiveness of each marketing channel, enabling the brand to reallocate its budget toward higher-performing options like Google Shopping and TikTok. This real-time optimization drove record sales during the BFCM period while reducing costs and maximizing returns.

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