Case Study: Merkle achieves 32% higher measured non-brand value and stronger Baidu ROI with Kenshoo

Merkle Delivers Stronger ROI on Baidu

Merkle, a performance marketing agency, was asked to deliver stronger non-branded ROI on Baidu and to enhance optimization capabilities on the platform.

Using Kenshoo’s path-to-conversion data, Merkle built custom attribution models in Excel to better value non-brand touches and enabled more advanced reporting and optimization. This approach increased the measured value of non-brand traffic by 32%, brought ROI within the client’s efficiency goals (supporting greater investment), and revealed that 60% of conversions occur on the day of first interaction, allowing value to be estimated after one day of reporting.

Merkle