Half the channels, all of the growth.
Nine active channels, no idea which three were doing the work. We found out, then turned off the rest.
Results
revenue, year on year
media spend
active channels
of revenue newly attributable
The problem
Nine paid channels running with last-click attribution and no incrementality testing.
Reporting rolled up to a single ROAS figure that hid two channels losing money at scale.
Store visits were invisible to the marketing team entirely.
What we did
Ran geo-based holdout tests across all nine channels over six weeks.
Rebuilt measurement around contribution margin, with offline conversion import from the loyalty programme.
Cut four channels, consolidated budget into the three that survived the holdouts.
What happened
Revenue up 18% year on year on 41% less media spend.
Store visits attributable for the first time — 27% of measured revenue.
Reporting cycle down from eleven days to same-day.
They killed half our channels in month one and we grew anyway.
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