Case Study: M.video achieves ROPO attribution and reveals ~10% offline revenue with OWOX BI

How M.video, the largest electronics and home appliances retailer in Russia, measured how offline sales are influenced by online channels

M.video, Russia’s largest consumer electronics retailer, needed to quantify the ROPO (research online, purchase offline) effect to understand how web touchpoints drive in-store sales and to more accurately measure marketing ROI. Their data was split between Google Analytics 360 (web interactions) and an SAP CRM (offline purchases), and Google Analytics couldn’t reprocess or reliably join offline transactions — so M.video engaged OWOX (using OWOX BI tools such as BI Pipeline, BI Attribution and BI Smart Data) to integrate signed-in user touchpoints and create a single view.

OWOX centralized data in Google BigQuery, joined GA360 and CRM records by User key, processed the data with SQL and built automated dashboards in Google Data Studio/Sheets. OWOX’s solution revealed that ROPO purchases account for roughly 10% of revenue (total online revenue 310.3M with associated ROPO revenue 324.5M, ROAS ×2.0), gave M.video an operational dashboard for campaign planning, and drove site changes (improved coupon handling and a simplified credit application) to boost conversion and better allocate advertising budget.

M.video

Aleksandr Tychinsky

Web Analytics Manager