Measuring the Value of Online Media Custom Channel Attribution with Incubeta

Cliente
Bathstore
Sector
Retail
Soluciones

Digital Media
Accolades
Won: Performance Marketing Awards 2015, Shortlisted: Performance Marketing Awards 2015
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Due to the considered nature of a bathroom purchase, Bathstore’s typical customer journey is complex with the average customer journey taking three months. The length from start to purchase means multiple media types contribute to the final sale and understanding their relative importance can be difficult to assess. Incubeta helped Bathstore better understand the true value of online media which led to bathstore re-shaping their approach to media channels, with the attribution work clearly highlighting over and undervalued channels.

Through their innovative approach to omnichannel campaign optimisation, Incubeta has helped us to create an online-to-offline tracking and management strategy for our paid search activity, which has given us a greater understanding of our consumers’ omnichannel path to purchase. This approach has not only improved our online revenue from paid search, but also our in-store revenue, exceeding all our expectations.

Kevin Sears

Head of Online at Bathstore

Insights

Bathstore is the UK’s largest bathroom retailer with a network of 173 stores across the country. The vast majority of their competitors are online-only, meaning that Bathstore’s store network acts as a key point of differentiation.

Bathstore’s online performance and store performance are markedly different with online average order value typically just 10% that of in-store. Incubeta was tasked with providing Bathstore with a better understanding of the true value of online media to improve their media planning and management.

Estrategia

We started by building a custom attribution model which considered the relative importance of each of the steps in a consumer’s path to purchase. To do this we worked with attribution specialists DC Storm to analyze Bathstore’s historic data and build media channel weightings based on the position a user’s interaction occurred during the path to purchase.

Once the attribution model had been put in place we combined online media consumption data with in-store behavior. To do this we linked our online media to Bathstore’s CRM platform, allowing us to match up the email addresses of in-store customers with online registrations. We then linked online registrations back to the media channel weightings our attribution model defined.

From here we used our in-house technology department to pull the attributed and store data into our media management platform, DoubleClick, so that our teams could effectively optimize towards it.