Leveraging Advanced Attribution to Elevate Supplement Sales

Tackling Growth and Competition Challenges

In the evolving landscape of the health & wellness market, a leading supplement manufacturer was seeking innovative ways to not only sustain its rapid growth but also to capitalize on a shift towards online shopping. The challenge was twofold: distinguishing its e-commerce presence amidst increasing competition and enhancing the effectiveness of its online marketing to foster customer loyalty and subscription conversions.

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Custom Attribution Model for Precise Marketing

Plytrix responded to these challenges by developing a custom multi-touch attribution (MTA) model tailored to the brand's unique needs. This sophisticated model went beyond traditional attribution methods by integrating various marketing channels' influence on both acquiring new customers and encouraging repeat purchases. Through a detailed analysis, Plytrix identified the optimal timing for marketing communications across channels and unveiled the hidden impacts of each channel on sales, which were previously overlooked by more conventional models.

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Strategic Adjustments and Results

Leveraging the insights gained from the bespoke MTA model, the company made strategic adjustments to its media spend. By identifying and reducing overspending on branded search terms, which was inadvertently affecting organic search results, the company reallocated its budget towards non-branded terms and Google Shopping. This shift not only mitigated the cannibalization of organic search but also significantly improved marketing efficiency without impeding customer growth. The outcomes were compelling: