Objective(s) and Strategy
The strength of online marketing is measurability, but attribution is critical. Wehkamp employs a broad marketing mix, using attribution data to allocate its budget by channel. In the customer journey, the consumer has contact with multiple channels, each one delivering its own contribution before conversion. The usual attribution models either ignore or don’t accurately measure the proportional contribution per channel.
Wehkamp’s holistic marketing strategy uses a data-driven attribution model to manage campaigns. Multiple touch points in the funnel gather more valuable insights into the marketing mix’s performance and the model’s algorithm attributes based on added value per touchpoint, so it allocates budget in a smarter way. This means Wehkamp can better understand the conversion paths of both existing and potential customers, taking a leap forward in omni-channel marketing, while also boosting the visibility of products with a longer buying process, as the model measures the true contribution of all channels.
Execution and Media
Wehkamp uses bGenius as its online hub, including for its cross-channel campaign data. A lot of Wehkamp’s insights are already in bGenius, so it made sense to connect the data-driven attribution model to bGenius too. There was only one challenge – no tool in the world had successfully applied a data-driven attribution model cross channel before. Thanks to our extensive experience with integrated connections, bGenius managed to import Wehkamp’s data automatically across their paid channels
The data-driven attribution model is so new that several well-known tools on the market don’t yet support it. In co-operation with bGenius, Wehkamp developed new functionality to accurately apply these new values in the existing bGenius interface and campaign structure. Several platforms such as Google and Bing, as well as remarketing tools and shopping engines are supported, offering insights on different levels including campaigns, advertisement groups and individual keywords. The current availability, granularity and ease of use of data-driven attribution in bGenius are unique and unparalleled.
Improving attribution is a real challenge for today’s leading online marketing players, particularly as the latest data-driven attribution models aren’t supported by the most commonly used tools. Yet Wehkamp created unique functionality in co-operation with bGenius that allows their new data-driven attribution model to be implemented by Google Analytics Premium. The functionality can import data from different channels, making it possible to manage omni-channel campaigns with a single tool. The insights produced mean Wehkamp can better understand customer journeys and improve conversions at every stage, making more efficient use of the marketing budget across all channels. It’s a perfect example of a successful, integrated approach to omni-channel marketing.
Data-driven attribution has significantly improved Wehkamp’s insights into customer conversion paths and boosted campaign performance, delivering better attribution than standard models. The model attributes more revenue to certain categories because it measures the proportional contribution of touchpoints earlier in the customer journey. It assigns 25% less sales to direct traffic (the last touchpoint before conversion) than lastclick attribution, while Display is assigned 69% higher sales for contributing more to conversions. Results also show that Display and Social campaigns perform better when combined with Search. Smart attribution gives Wehkamp the data to prove assumptions about customer behaviour and to optimize the funnel; efficiently targeting customers throughout their journey with channels that previously didn’t seem cost effective. This is most pronounced for higher value products with a longer buying process such as electronics and whitegoods (see chart). Overall efficiency is boosted dramatically because budget isn’t wasted on campaigns that contribute little to conversions.