FINDING THE RIGHT MEDIA MIX WITH CLICKSTREAM ATTRIBUTION
Client: Coddle Inc.
BACKGROUND
Coddle had a new category-defining product — a line of couches that do more than just sit there.
While Coddle’s founders had decades of experience building great furniture, their efforts to grow their brand online met with serious resistance in a highly competitive marketplace.
CHALLENGE
Coddle’s customers loved the product. But they couldn’t find the right media mix to sell it profitably.
We needed to improve Return on Ad Spend drastically for the company to survive.
SOLUTION
The path to profitability began with data — the right data.
We custom-built a clickstream marketing attribution system that tracked the impact of every dollar spent.
And we didn’t just make suggestions — we ran the campaigns that enabled success.
PROCESS
After setting up the attribution system, we were able to see that search advertising had an outsized impact on the path to purchase.
This mean that we had to turn the existing media strategy on its head. Paid social was important, but more so as a remarketing tool.
And while big PR wins — like a feature on the Today Show — had a short term lift, the return on investment wasn’t sufficient to justify the effort.
EVOLUTION
Over time, as we improved efficiency, we still had growth targets to hit.
So we expanded our strategy to include affiliate marketing, leading to a 20% bump in revenue as we were able to harness the power of furniture review sites and social influencers.
improvement in ROAS following two years of continuous
experimentation and refinement.
ROAS IMPACT
As revenue continued to grow, we were able to continually improve efficiency with the right combination of media and tight audience targeting.
This ultimately led to a 5X improvement in ROAS over a two year period.
improvement in Average Order Value (AOV) through
pricing and promotional experiments.
PRICING IMPACT
We were able to use the data-driven approach to do more than track path to purchase.
Through a series of pricing and promotional experiments we discovered that we could position at a much higher price point — leading to a 2X improvement in average order value.
