Case Study: Cotopaxi achieves 20%+ MER growth with New Engen's MMM and budget optimization

Cotopaxi unlocks 20%+ MER growth with New Engen

Cotopaxi, an outdoor apparel brand, faced challenges in maximizing their marketing budget for new customer acquisition due to channel fragmentation and inaccurate last-click attribution. They partnered with the vendor New Engen to employ Marketing Mix Modeling (MMM) and incrementality testing to better understand channel performance and identify efficient spending opportunities.

New Engen implemented a comprehensive MMM analysis and geo-based testing, which revealed Google Brand Search was overvalued. They reallocated budget to more incremental channels like Meta and Performance Max. This data-driven strategy from New Engen resulted in a 20%+ improvement in overall marketing efficiency and a 25% reduction in ROAS over-attribution.

Cotopaxi