Sephora, a leading cosmetics brand, wanted to boost their digital revenues by investing in marketing channels that could deliver expected returns. However, they faced challenges with the typical non-linear consumer journey and the need for better insights to improve MROI.
Sephora partnered with DeltaX to deploy a U-shaped attribution model as part of their multi-touch attribution (MTA) stack. This enabled Sephora to compare and analyze performance results of various marketing channels through different attribution models, giving them the flexibility to choose the primary MTA model that consistently delivered the best business results.
Since implementing DeltaX’s U-shaped attribution model, Sephora has been able to allocate budgets more effectively and optimize campaigns for maximum impact. The U-shaped attribution model has resulted in an 80% increase in ROI, demonstrating the effectiveness of the data-driven marketing decisions made possible by DeltaX’s MTA stack.
Explore More Success Stories