Blending online & offline data to grow both ecom and brick and mortar sales.
[01]
Challenge
Early Settler is a large Australian furniture business that drove the majority of all revenue in store with the remaining being eCommerce. This presented the problem that only direct eCommerce revenue was trackable back to media, and the remaining impact of in store was not accounted for.
[02]
What we did
Built a data warehouse that pulled in all store sales across every furniture category at the store level.
Blended in all media data broken out by geographic ‘market cell’ to determine how much was being invested per category per store.
Built a model on top of this dataset to determine how much media was contributing to in-store sales by store.
Resulting in a live dashboard that reported on both online and in-store sales driven by all media.
[03]
Outcome
Using the data generated from this and the subsequent optimisations we increased in total revenue attributed to media by 54% PoP. Driven by a massive increase of 64% of measured store revenue.
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