Case Study: Fabelio achieves accurate online-to-offline attribution and improved analytics with OWOX BI (OWOX)

Fabelio.com built ROPO reports to estimate how online marketing efforts contribute to sales in retail stores

Fabelio, the Indonesian furniture multi-channel retailer (Fabelio.com), needed to understand how online marketing drives offline showroom visits and purchases — questions included time-to-purchase, which online channels influence late-stage funnel behavior, and differences for new vs returning customers. To link website, ad spend and CRM showroom data they partnered with OWOX, using OWOX BI services (notably OWOX BI Pipeline and Smart Data) together with Google Analytics and Google BigQuery.

OWOX ingested unsampled GA hits and advertising expenses into BigQuery via OWOX BI Pipeline, daily-imported CRM showroom events, aligned datasets, and applied an ML funnel-based attribution model that includes offline_events. OWOX delivered automated Data Studio dashboards and Smart Data reports showing campaign-value comparisons (ML vs GA Last Non-Direct Click), multi-stage value distribution and conversion metrics (example step conversion rates shown in the funnel: ~19.6%, 11.9%, up to ~41.6% by segment). The outcome: near-real-time, unsampled ROPO reporting, actionable insights to credit online channels for offline sales, and improved marketing decision-making.

Fabelio