Overview
Challenge Overcome
CarParts.com were able to establish the true impact of their core marketing channels against business KPIs.
Approach Taken
Recognizing that standard attribution modeling wouldn’t be granular enough for their needs, CarParts.com partnered with Incubeta to run an agile Marketing Mix Modeling (MMM) method to identify core growth opportunities.
Value Delivered
CarParts.com could analyze core channel performance data alongside endogenous and exogenous variables – including GDP, weather, competitive activity, holidays and seasonality. Gaining valuable insights into key channel attribution and performance and identifying TikTok as a key performance driver with a 43% higher ROI than all other channels. Overall this allowed for informed investments that have contributed to remarkable business growth and engagement.
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