Case Study: Wine Enthusiast achieves 16% holiday revenue lift and 49% ROI increase with Convertro

Wine Enthusiast - Customer Case Study

Wine Enthusiast, a leading retailer and media brand for wine accessories and information, needed to know which marketing activities actually drove revenue during the critical Black Friday–Christmas period. Their last‑click attribution and manual Excel analyses couldn’t distinguish converting from non‑converting affiliates, so vendors were often taking credit for the same purchases and the team couldn’t confidently optimize spend.

After implementing Convertro in 2011, Wine Enthusiast discovered that many coupon affiliates weren’t creating new customers but merely adding steps to purchases, and used Convertro’s attribution reports and spend recommendations to reallocate budget to channels that truly moved behavior. The result was a 16% increase in holiday revenue, a 33% reduction in actual affiliate costs and a 49% improvement in overall ROI.

Wine Enthusiast

Glenn Edelman

VP of eCommerce, Wine Enthusiast