Unlocking eCommerce Growth Through Attribution

Case Study - Leading Home Decor and Photo Printing Company

Case Study

The Goal

A leading home decor and photo printing company wanted to scale paid media profitably beyond branded search. The business struggled with underinvestment in Paid Social, Nonbrand Search, and Shopping campaigns due to uncertain attribution and inconsistent performance data.

The Strategy

  • Custom Attribution Modeling: Developed a multi-touch attribution framework using purchase data and user-level tracking to show the true value of mid- and upper-funnel investments.
  • Geo-Experimentation Tool: Built a proprietary R-based UI (Shiny app) for geo-lift experiments to statistically prove YouTube and social media ROI with limited test budgets.
  • Search Query Optimization: Used n-gram modeling to find high-performing nonbrand terms and eliminate inefficient queries, unlocking profitable scale in Paid Search.
  • Creative Segmentation & Testing: Led multivariate testing across creative variables (promo and price elasticity) to drive statistically significant profit improvements.
  • Cross-Channel Budget Allocation: Used new performance insights to reallocate budget from overperforming channels to underutilized growth drivers like Paid Social.

    • The Results

    Increased overall paid media efficiency, allowing 4x total spend YoY while maintaining ROAS by proving Lifetime Value efficiency from underutilized paid channels.

    Skills & Platforms

    • Advertising Platforms: Google Ads (Paid Search SEM, PMAX, Smart Shopping, Demand Gen, YouTube), Microsoft Ads, Meta Ads, Native Advertising
    • Data Analytics & CRM Tools: Google Analytics (GA4), Looker, Funnel.io
    • Programming & Analytics: R Statistical Programming, Google Ads Scripts (JavaScript)
    • Attribution & Modeling: Custom Multi-Touch Attribution (MTA)
    • Testing: A/B Testing, Creative Testing, Promo Scheduling & Messaging
    • Management Tools: Trello

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