Case Study: Roman Originals achieves over 25% affiliate marketing savings with Fospha's Multi-Touch Attribution

Roman Originals saved 25% of their affiliate marketing spend using Multi-Touch Attribution

Roman Originals, an e-commerce brand, faced limited visibility into individual channel performance and wanted to move away from last-click attribution toward a data-driven approach to understand and redistribute marketing spend. Fospha was engaged to provide a Customer Data Platform-backed solution and Multi-Touch Attribution (MTA) capabilities to give a unified view of the customer journey.

Fospha stitched cross-channel journeys, joined channel cost data in a CDP, applied a data-driven MTA model, and connected CRM/online data while delivering a custom affiliate-performance dashboard. Fospha’s analysis showed affiliates were credited three times less under MTA, 82% of affiliate-including journeys also featured other channels, and affiliates were cannibalising conversions — enabling Roman Originals to cut affiliate marketing spend by over 25% without impacting top-line revenue.

Roman Originals

Kieran Scott

Paid Media Manager