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Once a small online business run from an apartment, ideeli has rapidly grown into …

Once a small online business run from an apartment, ideeli has rapidly grown into
a successful, well-known online shopping destination. As ideeli’s business changed,
so too did its outbound marketing as the company quickly began scaling its
operations – hosting 20-30 new sales events and adding 2000 new images daily –
innovating in a fast-moving and ever-changing online retail industry. When ideeli began
looking for a better way to measure the effectiveness of marketing campaigns, it began
researching how altering its attribution techniques could provide deeper and more
accurate insights into overall performance of marketing efforts across all of its channels.

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  • 1. A Leader in Forrester’s Interactive AttributionCASE STUDY Wave™ 2Q 2012Retailer Embraces AdvancedAttribution to Boost New andRepeat Business Once a small online business run from an apartment, ideeli has rapidly grown intoBACKGROUND a successful, well-known online shopping destination. As ideeli’s business changed, so too did its outbound marketing as the company quickly began scaling itsFounded in 2006, ideeli is one of the operations – hosting 20-30 new sales events and adding 2000 new images daily –fastest growing retailers in the U.S. innovating in a fast-moving and ever-changing online retail industry. When ideeli beganWith more than 6 million members looking for a better way to measure the effectiveness of marketing campaigns, it beganand more than 1,000 brand partners, researching how altering its attribution techniques could provide deeper and moreideeli has pioneered a new way to accurate insights into overall performance of marketing efforts across all of its channels.shop the hottest brands at exceptionalprices online. Solving growing pains through advanced attribution In 2011, ideeli began to experience inconsistencies with last-click or last-view measurement results, oftentimes resulting in data that failed to deliver any type of ADOMETRY PRODUCTS AND meaningful insights concerning campaign performance. Moreover, the company SERVICES USED wasn’t able to effectively measure which sales were repeat purchases. The complexity and frequency with which users engaged with media prior to conversion made it • Adometry Attribute™ difficult for ideeli to understand the relative influence of individual media touch points along the customer journey, including which were most critical to driving conversions, further complicating the process of optimizing future marketing efforts. Ultimately,“ We have nearly 6 million members,work with over 1000 brand partners this clouded view of customer behavior resulted in advertising spend that wasn’t optimized for conversions as well as missed opportunities to more efficiently andand launch 20-30 new online effectively reach ideeli’s desired audience.events every day. Using last clickmeasurement, 90 percent of our The company set out to find a more reliable measurement partner that also providedadvertising conversions were missed. deeper insight on overall performance to help inform future marketing plans. As itAdometry Attribute gives us a current began searching for the ideal measurement partner, ideeli sought to find an attributionand precise understanding of our provider that could help the company:campaign impact so we can optimizespend and invest dollars in advertising • Increase the number of new member sign-upswhere conversions follow. ” - Director, Online Advertising • Engage prior customers to increase repeat purchases.
  • 2. Moving from last-click to lasting impact Results that speak for themselvesTo help solve these measurement challenges, ideeli selected Increasing Conversions While Reducing eCPA Using these insights, ideeli was able to apply optimization $$$$Adometry Attribute – a leading marketing analytics and optimization recommendations over a period of just three months to reallocateplatform. Using Adometry Attribute, the company embarked on an media spend to top performing placements and eliminated all $$$ambitious multi-faceted project designed to: inefficient ad placements. Adometry also worked with ideeli to re-set their measurement tools, justified increased ad spend to• Obtain more precise insights into overall campaign performance, $$ effectively drive repeat purchases and found opportunities to better• Drive incremental ROI of online and offline cross-channel optimize spend overall. marketing efforts and improve overall return on advertising $ June July August spend (ROAS), Resulting from these efforts, ideeli exceeded all metrics, New Signup Conversions• Guide and optimize future marketing efforts, and maintaining aggregate new member signups while reducing CPA eCPA by 14 percent. Also, with cost savings from eliminating wasted ad• Reduce waste and increase efficiency through purchasing spend the company also was able to fund new marketing initiates, higher-performing media and verifying placements were viewed. including a successful re-targeting campaign that boosted repeat purchases by over 30 percent.After honing its attribution techniques, ideeli was able toimmediately map a connection between display and searchcampaigns, noting that display impressions lifted search Reallocation of Budget to Increase Conversionsperformance by 50 percent. Adometry Attribute also helped ideeli $$$$identify that over 50 percent of its display ads appeared “below thefold” with more than 30 percent never being viewed. $$$ $$ Increasing Conversions While Reducing eCPA $$$$ $ June July August $$$ Repeat Purchaser Conversions New Signup Conversions $$ $ June July August New Signup Conversions eCPA About Adometry Reallocation of Budget toAdometry, Inc.Conversions analytics by combining and interpreting previously silo-ed sources of big data to Increase redefines marketing $$$$ generate actions that improve return on advertising spend and increase sales. Through its SaaS-based attribution platform, Adometry processes tens-of-billions of marketing touch points from online and offline media channels forAdometry, Inc. some of the world’s largest advertisers to identify the true consumer purchase journey. Adometry’s scientifically proven4301 Westbank Dr. $$$ methodology and flexible, easy-to-implement solution generates the industry’s most accurate insights, in the shortestBuilding A, Ste. 100 amount of time. Headquartered in Austin, Texas, Adometry is privately held and backed by Austin Ventures, SierraAustin, TX 78746 $$ Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com1-866-512-5425 Copyright 2013. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute and Attribute Catalyst Framework areinfo@adometry.com $ trademarks of Adometry, Inc. All Rights Reserved. 0313 June July August Repeat Purchaser Conversions New Signup Conversions