eero: Advanced online/offline analysis for true ROI by channel
Published: June 5, 2017
Author: Kelly Whelan
eero, the world’s best-reviewed WiFi system, saw impressive results after working with the 3Q Decision Sciences team to gain a deeper understanding of the relationship of online and offline conversion data.
Powered by advanced TrueMesh™ technology, the eero system works in perfect unison to deliver hyper-fast, super-stable WiFi to every square foot of the home. The brand was relying on last-click and platform self-attribution for tracking purchases, but with the majority of sales happening on Amazon and Best Buy, they had little visibility into the impact of channel and campaign performance on offsite sales, a common blind spot for most retailers. Without this data, the brand had no idea what they were spending to acquire off-site retail sales.
How could eero ensure they were focusing their market efforts in the most promising channels and potential buyers? This is where the 3Q Decision Sciences team came in. They utilized a host of tools (LiveRamp, Convertro, and Lotame) that would be able to bring the data they needed full circle. Once they had the needed information mapped out, the Decision Sciences team was able to make recommendations in two areas: what the right audiences are for different channels, and how spend should be allocated to most effectively reach them.
In the end, the changes made by the 3Q Decision Sciences team revealed a 61% lower overall CPA, which allowed the team to gain a more accurate picture of where to invest marketing spend. As retail sales data continues to build within the marketing stack created and managed by the 3Q team, eero will gain an even clearer picture of their audiences – a process that will mature and scale as eero does.
- Revealed 61% lower overall CPA
- CPA for targeted channels saw even bigger differences:
- 133% lower CPA for Display
- 104% lower CPA for PPC Non-Brand
- CTR increased by 95% for Facebook audiences informed by Lotame data
- Refined purchaser profiles and targets
- Gained full visibility into the impact of paid channels on offline conversions
You can read the full case study here, where we take a deeper dive into the process the Decision Sciences team followed uncover these insights, or contact our Decision Sciences team today to learn how 3Q can help bridge the gap between offline and online conversion data to drive ROI for your most pivotal marketing efforts.