Advanced attribution modeling optimizes marketing spend for a leading retailer
A multinational department store chain specializing in fashion, cosmetics, and home goods, with a strong omnichannel presence (e-commerce, mobile app, and 150+ physical stores), faced significant challenges in:
- Measuring marketing attribution across channels: Difficulty in tracking the impact of in-store and digital promotions led to inefficient budget allocation
- Understanding customer journeys: Fragmented data across physical stores, e-commerce, and mobile interactions made it challenging to map complete customer behavior
- Maximizing marketing spend efficiency: High marketing investments resulted in suboptimal ROI due to missed opportunities in customer-preferred channels
Fuld overcame these challenges by implementing an advanced marketing analytics solution, including attribution modeling. The result:
- 12% Increase in Marketing ROI: Predictive modeling and real-time optimization led to better conversion rates and optimal funding allocation across channels
- 15% Increase in Loyalty Purchases: Targeted campaigns resulted in a significant boost in loyalty-driven purchases and repeat sales
- 18% Reduction in Marketing Waste: Real-time spend reallocation reduced cost per acquisition by 18% while improving revenue efficiency
- Enhanced Customer Insights: The retailer gained a deeper understanding of customer preferences, enabling more personalized and effective marketing strategies
How We Did It
Fuld implemented an AI-powered Multi-Touch Attribution (MTA) model, integrating customer data across in-store, e-commerce, mobile, and traditional channels. The solution provided actionable insights into customer behavior and marketing performance:
- Multi-Touch Attribution Model: Mapped cross-device cross-channel interactions and identified that influencer-driven promotions significantly boosted online conversions, while in-store foot traffic was strongly influenced by digital ads
Campaigns featuring micro-influencers drove a 35% higher engagement rate compared to traditional ads, particularly among millennials and Gen Z shoppers
- AI-Driven Customer Segmentation: Revealed that loyalty members responded best to personalized in-app promotions, while new shoppers engaged more through social media and influencer content
Customers who interacted with both digital ads and in-store promotions had a 40% higher lifetime value compared to single-channel shoppers
- Real-Time Attribution Dashboards: Discovered that weekend store visits spiked after weekday digital ad exposure, indicating a strong delayed conversion effect. This enabled dynamic budget reallocation, improving efficiency
Holiday-themed digital ads drove a 50% increase in in-store foot traffic during the festive season, highlighting the importance of timing in campaign planning