E-commerce business specializing in women’s fashion. Most famously known for the blue/gold dress that ‘broke the internet’, they offer affordable, luxury clothing.

E-commerce brand saved over 25% of their affiliate marketing spend using Multi-Touch Attribution


  • 1

    Improve visibility of their individual marketing channels performance

  • 2

    Move away from last-click attribution and adopt a more advanced, data-driven approach

  • 3

    Gain a unified view of their customer journey to redistribute marketing budget accordingly


Understanding Channel Performance

  • Fospha tracked and stitched customers’ cross-channel journeys to the Roman Originals website, and joined cost-data from their marketing channels, all captured within a Customer Data Platform (CDP).

  • Fospha applied a data-driven Multi-Touch Attribution (MTA) model to assign value to each touchpoints in a consumer’s journey to conversion.

  • Fospha connected Roman Original’s Customer Relationship Management (CRM) data to their online data to bridge the gap between online and offline journeys (e.g parcel returns info).

  • The results of the model and a more detailed and unified view of their customer journey gave Roman Originals more precise insights into the effectiveness of their affiliate marketing strategy.


Fospha found that

  • Multi-Touch Attribution credited affiliate publishers 3 times less than last-touch attribution for conversions.

  • 82% of converting journeys including an affiliate touchpoint had other channels as touchpoints (particularly Natural Search, Email and Direct).

  • The results of the model found that affiliates were cannibalizing other channels, taking credit for conversions that would have happened anyway.

  • Fospha produced a custom dashboard for Roman Originals that deep-dived into affiliate performance so that Roman Originals could better manage their campaigns to reduce cost without impacting sales.

  • Thanks to Fospha, Roman Originals were able to

    save over 25% of their affiliate marketing spend

Client Testimonial

Fospha’s insights helped us reduce affiliate costs by 25% without impacting our top-line revenue. A greater understanding of our affiliates’ performance also helped us to redistribute our marketing spend amongst our most valuable partners.

Kieran Scott, Paid Media Manager

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