Case Study: Nu-in
CREATED A HOLISTIC VIEW OF PERFORMANCE ACROSS ALL MARKETING CHANNELS TO DECREASE THE COST PER ACQUISITION
Nu-in is an eCommerce company with the mission of making everyday fashion affordable and environmentally friendly. To attract new customers Nu-in invested in a mix of marketing channels like Paid and Organic Social, Paid Search, Email and Affiliates with special focus on Influencers marketing.
Because of the different attribution models used by each channel, the same purchase was attributed to more than one of them. They were also treating their influencers posts as a channel in itself and supporting these posts with paid social in addition to publications in their own social networks. One single customer could have a journey as follows:
- Clicked on one of Nu-in’s Instagram ads promoting the influencer
- Visited the influencer’s profile on Instagram and grabbed their promotional code to get a discount on the fashion eCommerce site
- Followed Nu-in on Instagram and clicked on one of their stories that took them to the site, where they made a purchase
This means that the one purchase was attributed to:
- Paid social, because of the click on the ad
- Influencers marketing, because of using the discount code
- Organic social, because of coming from an Instagram story when making the purchase
- As a result, they didn’t know the true ROI of their marketing spend.
What we did
- We had implemented their Google Analytics and created the conventions to track campaigns, which allowed us to confirm that we were working with reliable data
- We did an analysis of which individual or group of marketing channels were used by the same customers in their journey to purchase. Paid, Organic and Influencers had the biggest overlap in attributed conversions
- We advised on not using Influencers marketing as a channel in itself, but as a campaign. Customers using influencers discount codes were going into the site mainly from paid and organic social
- We created an unified view of where their buyers were coming from and what the overlap between channels was. This information allowed them to decrease their Cost-per-Acquisition as they learnt which channels and campaigns had a positive ROI and which did not
- We also created their first customer segmentation based on frequency, recency and spend. This segmentation was then used to target customers of their paid social campaigns, which increased the channel’s conversion rate
- The customer segmentation allowed them the opportunity to customise emails and cross-sell products in their email marketing campaigns
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