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.
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
Improve visibility of their individual marketing channels performance
Move away from last-click attribution and adopt a more advanced, data-driven approach
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.
INSIGHTS & RESULTS
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
Other success stories
Fospha Marketing identified opportunities worth up to 81% increase in salesRead more → MMM
Fospha's Marketing Mix Modelling recommendations identified growth opportunities worth up to +76% in leadsRead more → MMM
No1 were able to reduce YoY affiliate marketing spend by 27% by cutting back investment into voucher code sites.Read more → MTA
Liberis drove an £88,000 increase in annual revenue by eliminating zero performance keywords and reallocating budget to the best performing.Read more → MTA
Fospha built a customer data platform for Direct Line Group, unlocking insights and allowing them easy access their data saving them time and money.Read more → CDP
AVADO were able to save £200,000 in AdWord spend implementing a data-driven Multi-Touch Attribution model.Read more → MTA