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CarParts.com

Establishing True Channel Attribution

43%
Higher ROI than other channels on average

About Case Study

Industry
Automotive
Market
US
Approach
Adaptive Automation
Capabilities

Overview

“By accurately measuring the true marketing effectiveness of our channels, we’ve optimized our strategy and proven TikTok’s 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”
Christina Thelin
Chief Marketing Officer, CarParts.com

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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