Case Study: COMFY improves omnichannel marketing analytics with OWOX BI Attribution

COMFY - Customer Case Study

COMFY, a major multi-channel retailer of household appliances and electronics in Ukraine, needed a better way to evaluate marketing performance across online and offline channels. Its Google Analytics reports couldn’t show the full customer journey, account for in-store purchases, or reveal how different channels influenced conversions. OWOX helped COMFY move beyond standard attribution with OWOX BI Attribution, BI Pipeline, and BigQuery-based marketing analytics.

OWOX implemented an ML funnel-based attribution model that combined website behavior, ad cost data, CRM/ERP offline sales, and Google BigQuery data to track the full path to purchase. This gave COMFY transparent attribution that included offline transactions and the contribution of each session before conversion, enabling more accurate ROAS/ROI analysis, better budget allocation, and stronger decision-making around campaign optimization and channel effectiveness.

COMFY