Homepage Case Studies How did artificial intelligence help us improve e-commerce efficiency?

GAIA

Are you tired of imprecise attribution in campaigns that undervalues results and leads to incorrect budget decisions? Are you investing in last-click channels while sales stagnate? We understand your challenges. See how our solution helps assign value where it truly matters, increasing campaign efficiency and ROI. Check out our Gaia case study and discover how AI-based attribution is changing the game!

Comfort, convenience, and delicacy – the attribution of success.

Our client Gaia is a lingerie manufacturer that provides comfort, convenience, and delicacy. Their online store offers a wide range of products – from bras and panties to swimwear, accessories, and sleepwear. They use only unique embroideries and lace, as well as original, delicate fabrics that are highly valued by women.

2,5 x Higher CPA in Paid Social vs Generic Paid Search

Challenge the status quo.

Over the years of cooperation, we developed a media mix that effectively achieved the client’s goals. However, recently we noticed that the effectiveness of our previous efforts had reached a plateau, limiting our ability to scale further using the methods we had been employing. Attempts to increase scale resulted in a decline in ROAS. The client struggled to break through a specific sales target.

Due to the nearly 2.5 times higher CPA in Paid Social compared to Generic Paid Search (reported in analytical tools), there was a lack of conviction about the need to increase investment in the Paid Social channel.

(Un)complicated solution

The available attribution models didn’t provide us with the arguments to change the budget split, despite the fact that we saw high customer engagement on the social media channel, where we could always count on fresh posts and the latest lingerie collections, as well as user engagement on posts.

Gaia’s case was a perfect fit for using the AI Attribution tool. We were dealing with imperfections in tracking systems. We hypothesized that traffic sources at the TOFU level were undervalued, while the channels that closed the sale (BOFU) were overvalued.

AI Attribution in action

Our innovative solution allowed us to understand the real impact of advertising campaigns on sales. Thanks to the implementation of AI Attribution, we were able to achieve the following at the very beginning of the model’s operation:

  • Identify the channels in GAIA’s media mix that truly drive sales.
  • Confirm the hypothesis that Paid Social channels have a significantly greater impact on generating conversions than previously indicated by analytical reports.
  • Discover a ‘hidden gem’ campaign in Meta Ads, which had been largely undervalued (due to cookie file limitations) but is crucial for driving sales in the store.
50% Increase in average ROAS Y/Y

The results are key.

  • A ~50% increase in ROAS across all marketing activities (MER).
  • A 35% increase in revenue compared to the same period last year.
  • With a 10% decrease in media investment.
Check out the solutions that will help you boost efficiency:

AI Attribution, MMM or Enterprise Tracking

S&M Enterprise Tracking

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AI Attribution

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Marketing Mix Modeling (MMM)

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