Case Study: Estee Lauder improves cross-channel attribution with Merkle

Estee Lauder boosts attribution with Merkle, uncovering 2.6 offline conversions per online conversion

The Estee Lauder Companies faced a challenge in accurately measuring their marketing performance after moving away from a last-click attribution model. They utilized both Google Analytics and Facebook Attribution, but these siloed platforms provided conflicting results for the value of their marketing channels. To solve this, they engaged the vendor Merkle to create a holistic view.

Merkle implemented a hybrid attribution solution by developing a calibration technique that blended the data-driven models from Google and Facebook. This provided a fair weighting for all channels, including Paid Social and offline activity. The results empowered Estee Lauder to reallocate a significant budget of £422.4K annually from an underperforming channel to more effective ones and revealed that for every online conversion, there were 2.6 offline conversions.

Estee Lauder