Full-Funnel Media & Advanced Measurement
Specialty Retailer
Building a full funnel, cross-channel media program that is optimized to customer and enterprise growth goals leveraging sophisticated media strategy, planning, and advanced measurement.
Scope
Opportunity
A $1B multi-channel specialty retailer with 700+ locations across the US has worked with Ovative since 2015. Over time, we have expanded and evolved the program to include sophisticated cross-channel tactics and advanced measurement that drives customer growth and enterprise sales (ecommerce + store).
Impact
- Sophisticated full funnel, cross-channel media program
- +2x category revenue growth at a profitable ROAS
- +25% new customer acquisition
- +23% traffic
- Channel-specific efficiencies
Approach
1. Evolved the client’s media strategy to advanced full-funnel planning and cross-channel optimizations from a focus on demand capture with siloed channels.
2. Established key success metrics by funnel stage and media type to build alignment in overall program goals and performance. Incorporated profitability, customer LTV, and incrementality measures to quantify Enterprise Marketing Return (EMR).
3. Lead regular cross-channel media planning by setting budgets to deliver on financial and customer goals, segmenting and prioritizing audiences and market segments, and aligning on media’s role in supporting key initiatives.
4. Provide creative, messaging, and content recommendations, leveraging Ovative partnerships such as Facebook Lighthouse program to work directly with platform creative teams.
5. Evolved measurement from last-touch platform to a sophisticated unified model through our proprietary Marketing Attribution Platform (MAP) to understand the true enterprise impact as we scale media and test budget fluidity.
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