Case Study: Staples achieves measurable paid-to-organic lift and increased app installs with TUNE Marketing Console

Staples understands how paid marketing affects organic app installs

Staples, the nation’s largest office‑supply retailer, needed clearer insight into how paid mobile marketing drove app installs and user behavior. Gwen Murray’s mobile team was responsible for acquisition, retention and engagement but had been relying on imprecise baseline lift analyses that made it difficult to quantify the true impact of paid spend.

By adopting the TUNE Marketing Console for attribution, Staples can now distinguish paid versus organic users, measure the halo effect of paid campaigns on organic installs, and quantify incremental lift. The improved analytics helped the team better justify and allocate budget, optimize app-store discoverability and campaign strategy, and benefited from responsive TUNE support that functions as an extension of their team.

Staples

Gwen Murray

Head of Mobile Marketing