The global fashion retail industry is rapidly becoming omnichannel, with digital storefronts, mobile apps, and social commerce as critical as physical stores. With product discovery and purchases occurring across multiple touchpoints, brands must understand and influence customer journeys. Traditional last-touch attribution obscures upstream contributions, while evolving data privacy and cookie restrictions complicate measurement. Multi-Touch Attribution enables retailers to consolidate data, accurately attribute outcomes, optimize marketing spend, and deliver personalized experiences that drive loyalty.
Problem Statement
The client, a global fashion retailer, struggled to measure digital marketing impact due to reliance on last-touch attribution and fragmented data sources. With 80% of leads from digital channels, upstream contributions were obscured. Facing a cookie-less, privacy-first landscape, the retailer needed a scalable, data-driven attribution framework to unify customer data, capture touchpoint impact, and optimize budget allocation.
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Impact
- Achieved a ~1.5x improvement in marketing ROI by accurately attributing conversions across channels and optimizing budget allocation.
- Delivered a 15% reduction in eCPA through precise targeting and more efficient use of marketing spend.
- Realized a 12% reduction in Effective Cost per Click (eCPC) by identifying high-value touchpoints and eliminating underperforming placements.
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