Case Study
Improving Attribution and ROAS with a custom Media Mix Model for Spartan Race
The Problem
The CMO and marketing team at Spartan Race were having challenges with getting accurate attribution across all of their paid media channels, including above the line sources like TV ads and Out Of Home.
And recent changes in cookie blocking and iOS added significant confusion in the data, causing major conflict between what they believed was driving conversion vs what their internal data was showing was driving conversions.
What We Did
- Full breakdown of channels and tactics to ensure attribution was accurately mapped.
- Weekly updates and a self-learning model that continuously improves over time.
- Calculations of the exact point of diminishing return on every single channel.
- A predictive Sandbox allows them to plan out different scenarios and understand how budgets can change over time.
The Results
Thousands of dollars saved – no more wasting money on ineffective channels.
Effective return on ad spend increased by 22%.
Marketing team finally able to understand the true contribution per channel and tactic, and also better able to evaluate how much to spend on Facebook.
22%
Improved ROAS
The Solution
Pickaxe leveraged our deep knowledge of data science and marketing practices to create a comprehensive Media Mix Model customized for this customer:
- Unlike a generic MMM that is based solely on channels, our approach allowed for deep review of specific tactics even on the same channel.
- We compared acquisition tactics with awareness tactics, as well as local vs national.
- A customized calculator allows them to see how each channel and tactic changes over time.
- Our models also take into account inconsistent spending patters and seasonal spending patterns.
More Case Studies
Launch of DTC offer for YES Network
When the Yankees Entertainment Network wanted to launch a new DTC offer, they turned to Pickaxe to help.
Spartan reduced CPA by over 50% by implementing CAPI.
Long before BritBox was streaming much loved shows to audiences around the world, they were looking for an experienced team to help them take the idea from concept to launch.
Nexstar CDP Development, Event Data Schema, & Implementation
Nexstar needed a better way to understand user behavior, ad anomalies, and advertising performance across the hundreds of federated stations and websites that they operate from a mix of technology platforms built by them, or that they had acquired from multiple legacy parent companies over the years. The result was inconsistent and disparate reporting.
Britbox Launch and International Expansion
Long before BritBox was streaming much loved shows to audiences around the world, they were looking for an experienced team to help them take the idea from concept to launch.
Increasing Ad Revenue by Improved Reporting
With thousands of advertisers, this Publisher was spending several days each month configuring Google Data Studio to generate campaign-close reporting. Not only were the visualizations lackluster and off brand, but the Publisher was also running into significant INFOSEC concerns granting advertisers access to their data in a secure way.
Customer Marketing Preference Center
The marketing team behind a leading consumer service needed a fast way to test the collection of detailed customer preferences for specific genre interests so that they could do more personalization.
