Case Study: Drs. Foster & Smith achieves higher ROI with Kenshoo's dynamic attribution

Drs. Foster & Smith Improves ROI through Dynamic Attribution with Kenshoo SmartPath™

Drs. Foster & Smith (DFS) is a veterinary-owned pet supplier with a 30+ year history and a strong online e-commerce and customer-education presence. Faced with marketing across many channels — PPC search, contextual display, email, retargeting and comparison shopping engines — DFS needed a tailored attribution solution to understand the contribution of each channel and each customer interaction to conversions.

DFS deployed Kenshoo’s dynamic attribution to unify tracking and dynamically allocate value across conversion paths, factoring in causality, synergy and customer loyalty and integrating with Kenshoo Portfolio Optimizer for informed bidding. The reattribution shifted revenue share — display +17%, PPC non-brand and retargeting ~+10% each, PPC brand −6%, email −3% — enabling DFS to reallocate spend and raise non-brand CPC by about 10% while maintaining ROI, helping the company meet and exceed its ROI goals.

Drs. Foster & Smith

Gordon Magee

Internet Marketing, Media Manager