Measuring the Value of Online Media Custom Channel Attribution with Incubeta
Bathstore is the UK’s largest bathroom retailer with a network of 173 stores across the country. The vast majority of their competitors are online-only, meaning that Bathstore’s store network acts as a key point of differentiation.
Bathstore’s online performance and store performance are markedly different with online average order value typically just 10% that of in-store. Incubeta was tasked with providing Bathstore with a better understanding of the true value of online media to improve their media planning and management.
We started by building a custom attribution model which considered the relative importance of each of the steps in a consumer’s path to purchase. To do this we worked with attribution specialists DC Storm to analyze Bathstore’s historic data and build media channel weightings based on the position a user’s interaction occurred during the path to purchase.
Once the attribution model had been put in place we combined online media consumption data with in-store behavior. To do this we linked our online media to Bathstore’s CRM platform, allowing us to match up the email addresses of in-store customers with online registrations. We then linked online registrations back to the media channel weightings our attribution model defined.
From here we used our in-house technology department to pull the attributed and store data into our media management platform, DoubleClick, so that our teams could effectively optimize towards it.