Case Study: Leading Global Branding achieves 21% YOY ROI and 2.5X ad revenue growth with Skai

Baidu SEM Reseller Merkle Helps Global Brands Break Through In The Chinese Market With Skai™

Leading Global Branding, looking to scale in the Chinese market, faced Baidu’s Chinese‑only, complex search products and limited native analytics. Working with Merkle (Baidu’s US‑headquartered SEM reseller), they needed an English‑language middleware for flexible tracking, centralized campaign management and granular reporting — and turned to Skai’s Universal Channel and TAL Tracking Solution for that capability.

Skai implemented unified channel data, TAL click‑level tracking, rule‑based automations and scheduled path‑to‑conversion reports so Merkle could perform multi‑channel attribution, faster bid optimization and deeper analysis. The results were measurable: clients saw a 21% YOY increase in ROI in 2017, leading to a 20% lift in ad investment in early 2018 and a 2.5× increase in ad revenue — underscoring Skai’s impact.