Optimising cross-channel campaigns with data-driven attribution

Case Study Insights

• The online marketing team at DIE ZEIT has so far relied primarily on last-click attribution when evaluating online marketing campaigns. This resulted in the following challenges:
• Lack of transparency about how much each individual online marketing campaign contributed to sales in a cross-channel context
• Effectiveness of retargeting campaigns

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• After two weeks, the first customer journey insights were available and thus potential for optimization. Among other benefits, the team used the insights to adjust its retargeting campaigns. With the result of
• Disproportionate reduction of costs and cost per order (CPO)
• Significant increase in Return on Marketing Investment (RoMI)