Once a small online business run from an apartment, ideeli has rapidly grown into a successful, well-known online shopping destination. As ideeli’s business changed, so too did its outbound marketing as the company quickly began scaling its operations – hosting 20-30 new sales events and adding 2000 new images daily – innovating in a fast-moving and ever-changing online retail industry. When ideeli began looking for a better way to measure the effectiveness of marketing campaigns, it began researching how altering its attribution techniques could provide deeper and more accurate insights into overall performance of marketing efforts across all of its channels.

1. A Leader in Forrester’s
Interactive Attribution
CASE STUDY Wave™ 2Q 2012
Retailer Embraces Advanced
Attribution to Boost New and
Repeat Business
Once a small online business run from an apartment, ideeli has rapidly grown into
BACKGROUND a successful, well-known online shopping destination. As ideeli’s business changed,
so too did its outbound marketing as the company quickly began scaling its
Founded in 2006, ideeli is one of the operations – hosting 20-30 new sales events and adding 2000 new images daily –
fastest growing retailers in the U.S. innovating in a fast-moving and ever-changing online retail industry. When ideeli began
With more than 6 million members looking for a better way to measure the effectiveness of marketing campaigns, it began
and more than 1,000 brand partners, researching how altering its attribution techniques could provide deeper and more
ideeli has pioneered a new way to accurate insights into overall performance of marketing efforts across all of its channels.
shop the hottest brands at exceptional
prices online. Solving growing pains through advanced attribution
In 2011, ideeli began to experience inconsistencies with last-click or last-view
measurement results, oftentimes resulting in data that failed to deliver any type of
ADOMETRY PRODUCTS AND
meaningful insights concerning campaign performance. Moreover, the company
SERVICES USED
wasn’t able to effectively measure which sales were repeat purchases. The complexity
and frequency with which users engaged with media prior to conversion made it
• Adometry Attribute™
difficult for ideeli to understand the relative influence of individual media touch points
along the customer journey, including which were most critical to driving conversions,
further complicating the process of optimizing future marketing efforts. Ultimately,
“ We have nearly 6 million members,
work with over 1000 brand partners
this clouded view of customer behavior resulted in advertising spend that wasn’t
optimized for conversions as well as missed opportunities to more efficiently and
and launch 20-30 new online
effectively reach ideeli’s desired audience.
events every day. Using last click
measurement, 90 percent of our
The company set out to find a more reliable measurement partner that also provided
advertising conversions were missed.
deeper insight on overall performance to help inform future marketing plans. As it
Adometry Attribute gives us a current
began searching for the ideal measurement partner, ideeli sought to find an attribution
and precise understanding of our
provider that could help the company:
campaign impact so we can optimize
spend and invest dollars in advertising • Increase the number of new member sign-ups
where conversions follow.
”
- Director, Online Advertising
• Engage prior customers to increase repeat purchases.

2. Moving from last-click to lasting impact Results that speak for themselves
To help solve these measurement challenges, ideeli selected Increasing Conversions While Reducing eCPA
Using these insights, ideeli was able to apply optimization
$$$$
Adometry Attribute – a leading marketing analytics and optimization recommendations over a period of just three months to reallocate
platform. Using Adometry Attribute, the company embarked on an media spend to top performing placements and eliminated all
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ambitious multi-faceted project designed to: inefficient ad placements. Adometry also worked with ideeli to
re-set their measurement tools, justified increased ad spend to
• Obtain more precise insights into overall campaign performance, $$
effectively drive repeat purchases and found opportunities to better
• Drive incremental ROI of online and offline cross-channel optimize spend overall.
marketing efforts and improve overall return on advertising $
June July August
spend (ROAS), Resulting from these efforts, ideeli exceeded all metrics,
New Signup Conversions
• Guide and optimize future marketing efforts, and maintaining aggregate new member signups while reducing CPA
eCPA
by 14 percent. Also, with cost savings from eliminating wasted ad
• Reduce waste and increase efficiency through purchasing spend the company also was able to fund new marketing initiates,
higher-performing media and verifying placements were viewed. including a successful re-targeting campaign that boosted repeat
purchases by over 30 percent.
After honing its attribution techniques, ideeli was able to
immediately map a connection between display and search
campaigns, noting that display impressions lifted search Reallocation of Budget to Increase Conversions
performance by 50 percent. Adometry Attribute also helped ideeli $$$$
identify that over 50 percent of its display ads appeared “below the
fold” with more than 30 percent never being viewed. $$$
$$
Increasing Conversions While Reducing eCPA
$$$$ $
June July August
$$$ Repeat Purchaser Conversions
New Signup Conversions
$$
$
June July August
New Signup Conversions
eCPA
About Adometry
Reallocation of Budget toAdometry, Inc.Conversions analytics by combining and interpreting previously silo-ed sources of big data to
Increase redefines marketing
$$$$ generate actions that improve return on advertising spend and increase sales. Through its SaaS-based attribution
platform, Adometry processes tens-of-billions of marketing touch points from online and offline media channels for
Adometry, Inc.
some of the world’s largest advertisers to identify the true consumer purchase journey. Adometry’s scientifically proven
4301 Westbank Dr.
$$$
methodology and flexible, easy-to-implement solution generates the industry’s most accurate insights, in the shortest
Building A, Ste. 100
amount of time. Headquartered in Austin, Texas, Adometry is privately held and backed by Austin Ventures, Sierra
Austin, TX 78746
$$ Ventures, Shasta Ventures and Stanford University. For more information, visit www.adometry.com
1-866-512-5425 Copyright 2013. Adometry and Click Forensics are registered trademarks of Adometry, Inc. Adometry Attribute and Attribute Catalyst Framework are
info@adometry.com
$ trademarks of Adometry, Inc. All Rights Reserved. 0313
June July August
Repeat Purchaser Conversions
New Signup Conversions