Enhancing Marketing Campaigns for an E-commerce Platform
Industry: E-commerce
Goal: The e-commerce platform aimed to improve the effectiveness of its marketing campaigns to increase conversion rates and maximize return on investment.
Strategy and Execution: Our team performed a comprehensive analysis of past marketing campaigns and customer behavior. We developed a multi-channel attribution model to understand the impact of various marketing channels on conversions. This model helped identify the most effective channels and optimize budget allocation.
Framework: Google Analytics for data collection and tracking, Python for attribution modeling, and ThoughtSpot for AI-powered interactive data visualization.
Business Impact: Insights from the multi-channel attribution model enabled the client to allocate marketing budgets more efficiently. As a result, conversion rates increased by 15%, and the return on marketing investment improved significantly, driving higher revenue and profitability.