Case Study: Merkle (performance marketing agency) achieves 32% higher non‑branded ROI on Baidu with Skai

Merkle Delivers Stronger Search ROI On Baidu

Merkle, a performance marketing agency, faced the challenge of delivering stronger non-branded ROI on Baidu and improving optimization capabilities. To address this, Merkle partnered with Skai and used Skai’s path-to-conversion reporting to identify and evaluate all touches that lead to conversion.

Skai’s path-to-conversion data was parsed in Excel and used to build custom models that better value non-branded traffic, unlocking more advanced reporting and optimization options. The work increased the measured value of non-brand by 32%, confirmed ROI met the client’s efficiency goals and enabled greater investment, and revealed that 60% of conversions occur on the day of first interaction, allowing Merkle to estimate value after one day of reporting.

Merkle