Improved Marketing ROI on Ad Spend

IMPROVED MARKETING ROI

The Challenge

Retail companies are always struggling to understand the true ROI of their Marketing/Promotion spend in order to optimize the media mix and improve their margins. Many “digital marketing & analytics experts” have tried to solve this problem by attributing sales to the channel that was “last-clicked” etc. This tends to overestimate the contribution of lower funnel tactics such as Paid Search, Social or Email and does not provide an accurate contribution of non-last click channels such as Display Ads, Video etc. The problem is further exacerbated by the fact that many companies do not capture a unique identifier for their customers and are unable to accurately track the source channel they came through.

About the Company

The Solution

iTuring’s Auto ML/AI addresses this complex problem by analyzing traffic data across multiple channels and running ML models to link traffic to customer’s shopping/spend behaviour (online and/or offline). Based on Multi-Touch Attribution, iTuring is able to precisely calculate the weighted impact of each channel in driving revenue thereby accurately estimating the Marketing ROAS (Return on Ad Spend).

For a leading retail client, CyborgIntell used iTuring to build “Multi-Touch Attribution & Media Mix Optimization Models” to establish Marketing ROAS and drive higher efficiency & margins for the company.

Business used the results of the models to establish an ROAS of 22:1, refine allowable Cost Per Lead for different channels and optimize media channel spend.

Highlights

Impact

Optimization of Media Spend

0 % ↑

Time to Deployment

0 Weeks

Marketing ROI

0 % ↑

Why CyborgIntell

Not only does iTuring estimate marketing ROI of their marketing promotions spend to identify which media vehicle is driving maximum revenue but, it also provides explanations for why a particular media vehicle is likely to drive higher revenue. This allows business users to better understand their marketing spend and implement actionable and impactful marketing strategies.

Improved Marketing ROI on Ad Spend