Case Study: Mac Duggal achieves measurable upper-funnel growth with Northbeam

Mac Duggal grows revenue 27% YoY with Northbeam

Mac Duggal, a luxury women’s apparel brand, partnered with the vendor Northbeam to address a significant measurement challenge. The company's analytics, primarily GA4, were heavily biased toward last-touch channels, causing underreporting of upper-funnel activities like TikTok and connected TV. This made it difficult to justify and scale investment in new customer acquisition channels effectively.

Northbeam implemented its Multi-Touch Attribution (MTA) with a specific product called Clicks + Deterministic Views (C+DV) to create a unified, cross-channel measurement framework. This solution connected impressions to outcomes, providing clarity on the full impact of video and social campaigns. As a result, Mac Duggal achieved a 27% year-over-year revenue growth, a 5% increase in ROAS, and a 143% growth in TikTok spend while maintaining efficiency, allowing for confident scaling of upper-funnel investments.

Mac Duggal