Case Study: Lenovo improves marketing performance and drives sales with Google Attribution 360

Google Attribution 360 Uncovers New Opportunities to Drive Success and Sales

Lenovo, the global #1 PC manufacturer, needed a better way to measure marketing performance and break down channel-based silos. With Google Attribution 360, Lenovo was able to move beyond inflated last-click reporting and understand which channels and touchpoints were actually driving sales across its multi-channel customer journeys.

Google Attribution 360 reanalyzed Lenovo’s data with cross-channel fractional credit, revealing that 75% of online revenue came from multi-touch paths and 48% of engagement activity spanned multiple channels. The solution also showed comparison shopping engines delivered 20% better ROAS than the next best channel and that branded display drove 5% of online revenue, helping Lenovo optimize spend and make smarter marketing decisions.

Lenovo

Lewis Broadnax

Executive Director Web Sales & Marketing