Case Study
Built attribution model for Fortune 50 company measuring the impact of Direct Mail on Digital traffic for omnichannel marketing strategy.
Client did not have an understanding or attribution of how Direct Mail impacts traffic to Digital, and how cuts/ineffectiveness in DM can cause declines in driving traffic to .COM for a proper omnichannel strategy.
Created 360-degree tracking of marketing tactic results aligning prospect & customer DM activity to Digital traffic using Machine learning technology to properly assess the true impact of Direct Mail aside from just direct response.
Utilized Machine Learning to identify patterns and customer behaviors in certain geos to optimize DM and better target via .COM
Identified segments of prospects & customers who respond to DM, are driven to .COM via DM, and who do not engage with DM or .COM at all.
Measured true response rate of DM and identified the offers/promos that prospects favor.
Learned the behavior and timing of prospects from the time of receiving DM to entering the .COM buy flow.
By implementing advanced attribution techniques, the DM to Digital Attribution Model accurately connects offline engagement to online actions, enabling more effective targeting and measurement across marketing and GTM efforts.
Identified that DM has a ~20-25% impact on DOTCOM and was able to adjust marketing strategy to drive specific segments to .COM with special offers to purchase via DOTCOM for operational cost savings.
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