Ideeli Case Study
2
Once a small online business run from an apartment, ideeli has rapidly grown into a successful, well-known online shopping destination. As ideeli’s business changed, so too did its outbound marketing as the company quickly began scaling its operations – hosting 20-30 new sales events and adding 2000 new images daily – innovating in a fast-moving and ever-changing online retail industry. When ideeli began looking for a better way to measure the effectiveness of marketing campaigns, it began researching how altering its attribution techniques could provide deeper and more accurate insights into overall performance of marketing efforts across all of its channels. Solving growing pains through advanced attribution In 2011, ideeli began to experience inconsistencies with last-click or last-view measurement results, oftentimes resulting in data that failed to deliver any type of meaningful insights concerning campaign performance. Moreover, the company wasn’t able to effectively measure which sales were repeat purchases. The complexity and frequency with which users engaged with media prior to conversion made it difficult for ideeli to understand the relative influence of individual media touch points along the customer journey, including which were most critical to driving conversions, further complicating the process of optimizing future marketing efforts. Ultimately, this clouded view of customer behavior resulted in advertising spend that wasn’t optimized for conversions as well as missed opportunities to more efficiently and effectively reach ideeli’s desired audience. The company set out to find a more reliable measurement partner that also provided deeper insight on overall performance to help inform future marketing plans. As it began searching for the ideal measurement partner, ideeli sought to find an attribution provider that could help the company: • Increase the number of new member sign-ups • Engage prior customers to increase repeat purchases. Retailer Embraces Advanced Attribution to Boost New and Repeat Business BACKGROUND Founded in 2006, ideeli is one of the fastest growing retailers in the U.S. With more than 6 million members and more than 1,000 brand partners, ideeli has pioneered a new way to shop the hottest brands at exceptional prices online. - Director, Online Advertising CASE STUDY A Leader in Forrester’s Interactive Attribution Wave™ 2Q 2012 A Leader in Forrester’s Interactive Attribution Wave™ 2Q 2012 “ We have nearly 6 million members, work with over 1000 brand partners and launch 20-30 new online events every day. Using last click measurement, 90 percent of our advertising conversions were missed. Adometry Attribute gives us a current and precise understanding of our campaign impact so we can optimize spend and invest dollars in advertising where conversions follow. ” ADOMETRY PRODUCTS AND SERVICES USED • Adometry Attribute™
-
Upload
adometry-by-google -
Category
Documents
-
view
410 -
download
3
description
Once a small online business run from an apartment, ideeli has rapidly grown into a successful, well-known online shopping destination. As ideeli’s business changed, so too did its outbound marketing as the company quickly began scaling its operations – hosting 20-30 new sales events and adding 2000 new images daily – innovating in a fast-moving and ever-changing online retail industry. When ideeli began looking for a better way to measure the effectiveness of marketing campaigns, it began researching how altering its attribution techniques could provide deeper and more accurate insights into overall performance of marketing efforts across all of its channels.
Transcript of Ideeli Case Study
Once a small online business run from an apartment, ideeli has rapidly grown into
a successful, well-known online shopping destination. As ideeli’s business changed,
so too did its outbound marketing as the company quickly began scaling its
operations – hosting 20-30 new sales events and adding 2000 new images daily –
innovating in a fast-moving and ever-changing online retail industry. When ideeli began
looking for a better way to measure the effectiveness of marketing campaigns, it began
researching how altering its attribution techniques could provide deeper and more
accurate insights into overall performance of marketing efforts across all of its channels.
Solving growing pains through advanced attribution
In 2011, ideeli began to experience inconsistencies with last-click or last-view
measurement results, oftentimes resulting in data that failed to deliver any type of
meaningful insights concerning campaign performance. Moreover, the company
wasn’t able to effectively measure which sales were repeat purchases. The complexity
and frequency with which users engaged with media prior to conversion made it
difficult for ideeli to understand the relative influence of individual media touch points
along the customer journey, including which were most critical to driving conversions,
further complicating the process of optimizing future marketing efforts. Ultimately,
this clouded view of customer behavior resulted in advertising spend that wasn’t
optimized for conversions as well as missed opportunities to more efficiently and
effectively reach ideeli’s desired audience.
The company set out to find a more reliable measurement partner that also provided
deeper insight on overall performance to help inform future marketing plans. As it
began searching for the ideal measurement partner, ideeli sought to find an attribution
provider that could help the company:
• Increase the number of new member sign-ups
• Engage prior customers to increase repeat purchases.
Retailer Embraces AdvancedAttribution to Boost New andRepeat Business
BACKGROUND
Founded in 2006, ideeli is one of the
fastest growing retailers in the U.S.
With more than 6 million members
and more than 1,000 brand partners,
ideeli has pioneered a new way to
shop the hottest brands at exceptional
prices online.
- Director, Online Advertising
C A S E S T U D Y
A Leader in Forrester’sInteractive Attribution
Wave™ 2Q 2012
A Leader in Forrester’sInteractive Attribution
Wave™ 2Q 2012
“We have nearly 6 million members, work with over 1000 brand partners and launch 20-30 new online events every day. Using last click measurement, 90 percent of our advertising conversions were missed. Adometry Attribute gives us a current and precise understanding of our campaign impact so we can optimize spend and invest dollars in advertising
where conversions follow.”
ADOMETRY PRODUCTS AND
SERVICES USED
• Adometry Attribute™
Adometry, Inc.4301 Westbank Dr.Building A, Ste. 100Austin, TX 78746
Moving from last-click to lasting impact
To help solve these measurement challenges, ideeli selected
Adometry Attribute – a leading marketing analytics and optimization
platform. Using Adometry Attribute, the company embarked on an
ambitious multi-faceted project designed to:
• Obtain more precise insights into overall campaign performance,
• Drive incremental ROI of online and offline cross-channel
marketing efforts and improve overall return on advertising
spend (ROAS),
• Guide and optimize future marketing efforts, and
• Reduce waste and increase efficiency through purchasing
higher-performing media and verifying placements were viewed.
After honing its attribution techniques, ideeli was able to
immediately map a connection between display and search
campaigns, noting that display impressions lifted search
performance by 50 percent. Adometry Attribute also helped ideeli
identify that over 50 percent of its display ads appeared “below the
fold” with more than 30 percent never being viewed.
Results that speak for themselves
Using these insights, ideeli was able to apply optimization
recommendations over a period of just three months to reallocate
media spend to top performing placements and eliminated all
inefficient ad placements. Adometry also worked with ideeli to
re-set their measurement tools, justified increased ad spend to
effectively drive repeat purchases and found opportunities to better
optimize spend overall.
Resulting from these efforts, ideeli exceeded all metrics,
maintaining aggregate new member signups while reducing CPA
by 14 percent. Also, with cost savings from eliminating wasted ad
spend the company also was able to fund new marketing initiates,
including a successful re-targeting campaign that boosted repeat
purchases by over 30 percent.
About AdometryAdometry, Inc. redefines marketing analytics by combining and interpreting previously silo-ed sources of big data to generate actions that improve return on advertising spend and increase sales. Through its SaaS-based attribution platform, Adometry processes tens-of-billions of marketing touch points from online and offline media channels for some of the world’s largest advertisers to identify the true consumer purchase journey. Adometry’s scientifically proven methodology and flexible, easy-to-implement solution generates the industry’s most accurate insights, in the shortest amount of time. Headquartered in Austin, Texas, Adometry is privately held and backed by Austin Ventures, Sierra Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com
Copyright 2013. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute and Attribute Catalyst Framework are trademarks of Adometry, Inc. All Rights Reserved. 0313
Increasing Conversions While Reducing eCPA
June$
$$
$$$
$$$$
July August
Reallocation of Budget to Increase Conversions
JuneRepeat Purchaser Conversions
$
$$
$$$
$$$$
July August
New Signup Conversions
New Signup ConversionseCPA
Increasing Conversions While Reducing eCPA
June$
$$
$$$
$$$$
July August
Reallocation of Budget to Increase Conversions
JuneRepeat Purchaser Conversions
$
$$
$$$
$$$$
July August
New Signup Conversions
New Signup ConversionseCPA
