Case Study: Global Fashion Brand Optimizes Marketing Spend with C5i

Global Fashion Brand - Customer Case Study

The global fashion brand was facing the challenge of optimizing its digital marketing spend across multiple channels after its overall budget was cut by 18%. With 45% of its budget allocated to Search and Display, the brand needed C5i's help to rebalance its spend-mix without causing a significant decline in online sales.

C5i built a customized Bayesian Hierarchical attribution model and a marketing optimization simulator. This approach allowed the brand to predict the impact of shifting its budget and test bid optimizations. The result was a successful reduction in marketing spend across all key channels, including Search & Display, Email, Affiliate, and Social, while protecting online revenue.