Case Study: Ulmart achieves accurate ML funnel-based attribution and consolidated marketing analytics with OWOX BI

Ulmart Improves Internal Analytics Using the ML Funnel Based Attribution Model

Ulmart, Russia’s first online retailer to exceed $1 billion in sales, faced inaccurate campaign measurement from a Last Click attribution model and scattered marketing data across many touchpoints. Working with OWOX and using Google Analytics 360, Ulmart set out to implement an ML Funnel Based Attribution Model to correctly value each channel in the customer journey.

OWOX consolidated Ulmart’s web, ad-cost and CRM transaction data into Google BigQuery (via OWOX BI Pipeline and GA360), developed custom site metrics, performed record linkage for Ulmart’s channel names, and built the ML Funnel Based Attribution Model with automated Google Sheets reports (using the BigQuery Reports add-on). As a result, Ulmart automated and centralized data collection into a single, near‑real‑time interface, gained granular funnel-level attribution and ROAS reporting, and can now better evaluate campaign performance and identify which affiliates and sources drive true revenue.

Ulmart