Case Study: Leading Mattress Retailer Achieves 7X Revenue Lift with Goodway Group

Taking a full-funnel measurement approach empowered a leading mattress retailer to confidently invest in its targeted audience strategy

Leading Mattress Retailer partnered with Goodway Group to address diminishing returns from its historically efficient display advertising and to determine whether new upper-funnel channels could justify investment. The retailer wanted to attract new, high-value customers and was considering Programmatic Video and CTV, but needed clearer evidence of their incremental value beyond last-touch attribution.

Goodway Group implemented a full-funnel, cross-channel measurement approach to track the entire customer journey from upper-funnel exposure to on-site purchase. The analysis showed that CTV and Programmatic Video materially improved performance, including a 7X lift in revenue per exposed user when CTV or Programmatic Video preceded Display, a 5X increase in conversion rate in that path, and 37% of media-generated revenue containing CTV or Programmatic Video touchpoints. As a result, Leading Mattress Retailer doubled future Programmatic Video and CTV investments.