Case Study: INTOUCH boosts ROAS with OWOX BI data consolidation and attribution

How to Measure Ad Success and Increase ROAS by Consolidating Data

INTOUCH, a leading direct insurance provider in Russia, needed a better way to measure ad effectiveness across online, phone, and offline sales channels. Because website behavior, advertising costs, and offline policy purchases lived in separate systems, the company struggled to accurately calculate ROAS, ROI, and each channel’s share of advertising spend. INTOUCH turned to OWOX BI to help consolidate and analyze this fragmented marketing data.

OWOX implemented a data flow using OWOX BI Pipeline and Google BigQuery to collect website, CRM, and advertising cost data in one place, then built First Click, Last Non-Direct Click, and Funnel Based attribution models for comparison. With OWOX BI Smart Data and dashboards in Google Data Studio, INTOUCH automated reporting, gained a more objective view of channel performance, and identified undervalued and overestimated channels. This enabled the company to redistribute budget more efficiently and improve ROAS without additional spend.

INTOUCH