CASE STUDY

How an Indian eCommerce Giant Increased Revenue from Paid Campaigns by 26% owing to Data Driven Attribution with Tatvic & Google Analytics 360

client background

Client Background

Client Name: Angel Broking
Client Domain: Retail Broking, Technology-led Financial Services
Headquarters: Mumbai, Maharashtra, India

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    problem

    Challenge

    Being an existing GA360 customer, this client was investing based on the outcomes of the Last Non-Direct Click model. But, they did not see significant increase in the revenue from the paid marketing campaigns. Knowing the fact that some campaigns can be good at driving direct conversions while others can be good at acquiring users or generating brand awareness, it was concluded that the Last Non-Direct Click attribution model can not be solely used for measuring the performance of the paid campaigns.

    approach to solution _ hypothesis

    Approach to Solution

    Tatvic Analytics’ technical and analytics team collaborated with the Angel Broking team to analyze their home page conversion data, to understand the user journey and cause of drop-offs happening at various stages. And designed several variants of intervention based on the Principles Of Persuasion and the data derived from the funnels analyzed and showed it to the client. Configured and ran the selected A/B test variants on Google Optimize 360. 

    Read here the requisite details of the approach Tatvic took in resolving the clients’ problems.

    Results

    Results

    • Increase in Revenue from Paid Campaigns: 26%
    • Increase in Monthly Overall Revenue: 9%

    The client analyzed the conversion attributions from the two different models for the campaigns. The ROI from both the models on a campaign was considered to decide on the future investments.

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