As one of the leading mail order businesses for toys and children’s clothing in Germany, JAKO-O, which is part of the HABA Group, makes use of a number of advertising channels, both off and online. The company was searching for a way to comprehensively measure the success of single advertising campaigns. The goal: better coordination between marketing channels to improve Cost-Revenue-Ratio and optimize the acquisition of new customers.
Adference’s statistically sound cross-channel attribution was able to solve a number of these challenges. The print catalogue, the JAKO-O web shop, and other online advertising campaigns served as a basis for calculating an individual attribution model tailored to the business. In addition, data from Customer Relationship Management (CRM) was used to factor in customer-specific behavior. The dynamic model takes these into account to calculate the relative contribution to success of various advertising campaigns. Specific recommendations for action were offered.
Thanks to detailed results, JAKO-O was able, for the first time, to determine that a large part of its online sales could be ascribed to the offline advertising effect of their catalogues. Additionally, they learned which online advertising campaigns actually were effective and which had been overestimated in the past. By redistributing advertising budgets, JAKO-O was able to increase revenue by 15% and attract 10% more new customers.
“When it came to implementing their recommendations for optimizing and improving the allocation of our online marketing budgets, Adference offered professional support. The scientific background of their models and the excellent service was impressive. Every detail of our questions was answered quickly and carefully.” – Marc Schmid, Leiter E-Commerce, JAKO-O
