Veer's Marketing Marvel: A Strategic Odyssey to 39% Uplift In ROAS and Beyond

Case Study: Veer's Strategic Marketing Transformation

Background: Veer, a dynamic e-commerce fashion store, faced a significant challenge in efficiently allocating its marketing budget while struggling to measure and understand campaign performance. The company recognized the need to gain deeper insights into how different campaigns impacted business performance and, more importantly, how they influenced product performance and overall sales.

Challenges:

  1. Budget Allocation: Veer needed a more effective way to allocate its marketing budget based on the actual impact of campaigns on product performance.
  2. Measurement: The existing measurement framework did not provide a holistic view of the business side alongside individual campaigns, making it challenging to understand their overall impact.
  3. Attribution Modeling: Understanding the contribution of each channel in the customer journey was crucial for Veer to optimize its marketing strategy.

Strategic Approach: In response to these challenges, Gyekz undertook the following strategic initiatives:

  1. Measurement Framework: Developed a comprehensive measurement framework that not only analyzed individual campaigns but also considered their impact on product performance and overall sales. This allowed Gyekz to make data-driven decisions on budget allocation.

  2. Attribution Analysis: Collated data from various channels to understand attribution models, identifying which channels played a role in assisting conversions and which ones were directly responsible for driving sales.

  3. Budget Optimization: Allocated budget away from platforms that showed diminishing returns, ensuring that marketing spend was concentrated on channels that positively influenced performance.

  4. Campaign Structure and CRM Integration: Built a refined campaign structure while integrating customer relationship management (CRM) strategies to optimize product performance and enhance overall campaign efficiency.

Results: The implementation of these strategies yielded significant positive results for Veer:

  1. 39% Increase in ROAS: Veer observed a remarkable 39% increase in Return on Advertising Spend (ROAS) as measured on Google Analytics. This increase was noted across various platforms, including Meta, Snapchat, TikTok, and Google Ads, all while maintaining the same level of investment.

  2. 48% Uplift in Average Order Value (AOV): Through strategic optimization and targeted campaigns, Veer achieved a substantial 48% uplift in AOV.

  3. 32% Decrease in Cost Per Purchase: The company successfully reduced the cost per purchase by 32%, demonstrating improved efficiency and effectiveness in its marketing efforts.

Conclusion: Gyekz strategic marketing proposal not only addressed the initial challenges of budget allocation and campaign performance measurement but also resulted in substantial improvements in key performance indicators. The implementation of a comprehensive measurement framework, smart budget allocation, and the integration of CRM strategies showcased Gyekz's commitment to data-driven decision-making and optimizing its marketing efforts for tangible business results.