{"id":1058,"date":"2024-11-20T00:00:00","date_gmt":"2024-11-19T22:00:00","guid":{"rendered":"https:\/\/ad1lu9pexv.wpdns.site\/our-work\/carparts-mmm\/"},"modified":"2025-11-04T08:50:51","modified_gmt":"2025-11-04T06:50:51","slug":"carparts-mmm","status":"publish","type":"case-studies","link":"https:\/\/incubeta.com\/ch\/our-work\/carparts-mmm\/","title":{"rendered":"Establishing True Channel Attribution"},"content":{"rendered":"<h2>Overview<\/h2>\n<div class=\"testimonials\">\n<div class=\"h4\">&#171;By accurately measuring the true marketing effectiveness of our channels, we&#8217;ve optimized our strategy and proven TikTok\u2019s significant impact with an 11.1 ROI and a 43% higher ROI than other channels. This collaboration has provided invaluable insights, driving remarkable business growth on a new platform allowing us to engage an entirely new audience segment&#187;<\/div>\n<div class=\"person\">\n<div class=\"name\">Christina Thelin<\/div>\n<div class=\"title\">Chief Marketing Officer, CarParts.com<\/div>\n<\/div>\n<\/div>\n<h2>Challenge Overcome<\/h2>\n<p>CarParts.com were able to establish the true impact of their core marketing channels against business KPIs.<\/p>\n<h2>Approach Taken<\/h2>\n<p>Recognizing that standard attribution modeling wouldn\u2019t 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.<\/p>\n<h2>Value Delivered<\/h2>\n<p>CarParts.com could analyze core channel performance data alongside endogenous and exogenous variables &#8211; 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.<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>CarParts.com were able to establish the true impact of their core marketing channels against business KPIs.<\/p>\n","protected":false},"featured_media":1059,"template":"","meta":[],"approach":[24],"solution":[],"industry":[25],"market":[19],"class_list":["post-1058","case-studies","type-case-studies","status-publish","has-post-thumbnail","hentry","approach-adaptive-automation","industry-automotive","market-us"],"_links":{"self":[{"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/case-studies\/1058","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/case-studies"}],"about":[{"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/types\/case-studies"}],"version-history":[{"count":0,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/case-studies\/1058\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/media\/1059"}],"wp:attachment":[{"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/media?parent=1058"}],"wp:term":[{"taxonomy":"approach","embeddable":true,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/approach?post=1058"},{"taxonomy":"solution","embeddable":true,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/solution?post=1058"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/industry?post=1058"},{"taxonomy":"market","embeddable":true,"href":"https:\/\/incubeta.com\/ch\/wp-json\/wp\/v2\/market?post=1058"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}