Case Study: BrandAlley validates incremental Meta ROI with Sellforte

Validating Marketing Mix Model with Meta Conversion Lift Studies

BrandAlley, a UK-based fashion eCommerce retailer running 1,000+ short-lived flash sales each year, needed a better way to measure the incrementality of its many marketing campaigns in near real time. Working with Sellforte, the team used Marketing Mix Modeling (MMM) to get a holistic view of performance across channels and validate the impact of media in a fast-moving, high-volume sales environment.

Sellforte helped BrandAlley validate its MMM with a Meta Conversion Lift Study, testing all channels and campaigns over four weeks with purchases as the primary objective. The lift study found a 4.00x incremental ROAS for Meta Ads, while Sellforte’s MMM estimated a 3.91x ROI for the same period—well within the 90% confidence interval of 2.91x to 5.09x—giving BrandAlley confidence in the model’s accuracy and a stronger foundation for budget and campaign optimization.

BrandAlley

Richard Lucas

Head of Performance Marketing