Marketing Attribution for Fashion & Apparel Brands
The fashion industry is fierce – and the battle for online traffic is becoming more intense with every brand competing for customers.
But fashion customers like to window shop, searching for the stores with the latest trends and the best offers.
They might even go through a department retailers, marketplaces or re-sellers instead of direct to you.
From desktop to laptop; browser to app and even in-store to online – tracking the impact of your marketing efforts on sales can be a nightmare.
You take the time to make sure you’re always one step ahead of the curve in fashion, maybe it’s time to give your marketing measurement the same treatment.
Leave no loose threads in the customer journey
Like your products, customer journeys come in all shapes and sizes.
That’s why having an attribution solution that views each customer as unique is crucial to help you understand what’s working and what isn’t in your marketing mix.
And prevents your marketing strategy from falling apart at the seams.
Vendors providing off-the-shelf solutions can’t keep up with the modern buying journey.
They use cookies to track users but as soon as that user switches to a new device, the journey is broken.
Facebook vs. Google: Lifting the hood on duped reporting
Around 50% of digital marketing media spend is predominantly focused on Facebook and Google Ads.
But can you really understand the value of these activities?
The reality for most fashion retailers is that your AdTech reports are showing you different things.
Google takes the credit for certain revenue generated; while Facebook tells you something completely different.
The reason for the disparity?
The raw analytics data within Facebook and Google relies on cookies to ID journeys and this data is highly inaccurate.
There’s also the issue of different reporting metrics.
Facebook will often take credit for users simply viewing an ad, without clicking through and making a purchase.
While Google takes credit based on the last interaction within a journey.
Imagine this scenario:
- A user is browsing Facebook and sees an ad for your brand
- They click through on the ad but don’t buy right away
- 10 days later, they see a YouTube ad for your brand
- Do a quick search on Google for a certain item of clothing
- See a PPC ad for your brand and click to buy
Who gets credit for the sale?
Facebook would give credit to the click through on the original Facebook ad – because it is focusing only on platform ad impact and it is within its 28-day attribution window for clicks.
Whereas, Google Analytics would tell you that it was the PPC ad that should get 100% of the credit.
Corvidae: An attribution solution that’s cut from a different cloth
Corvidae is the only cookieless attribution solution on the market.
Our patented blend of deep learning AI and Machine Learning completely replaces the need for third-party (and first-party!) cookies, working to an average of +95% predictive accuracy.
Our unique solution allows fashion marketers to:
- Transform analytics data
Corvidae rebuilds your data from the ground up for accurate attribution. - Understand the entire customer journey
Our attribution model stitches multiple cross-channel, cross-device touchpoints to help you understand what is (and isn’t) working. - Maximise ROAS
Re-allocate budget for increased ROAS and maximise reach at the lowest CPA.
Helping QUIZ make (fashion) sense of their data
We worked with fashion retailer, QUIZ, to rebuild their analytics data and uncover the truth behind their AdTech reporting.
We discovered that Facebook was reporting £450,000 attributed revenue to one specific campaign. Whereas Google Analytics was showing just £20,000 for the exact same campaign (that’s 20x less!).
By using Corvidae, we were able to rebuild the underlying client data and establish the true revenue generation figure – which was just under £250,000.
This then allowed QUIZ to easily identify where spend was being wasted within their campaigns, and re-allocate this to other campaigns through budget optimisation.
“We’ve managed to reattribute about 60% of the revenue to other channels, versus GA.
“And so that’s immediately helped us to understand, some channels are performing better than we thought.
– Head of Ecommerce, QUIZ
“Before attribution, we would be doing a lot of A/B testing, and playing around with the different figures and different budgets, etc.
“But with attribution, we can remove all of that and be a bit more accurate and scientific. At the end of the day, we have to look at what is the impact on the bottom line – that net ROI figure.”
Looking for a new attribution solution?
When it comes to finding effective attribution, there’s no need to shop around.
Try attribution the Corvidae way.
Download our eBook below to find out more, or get in touch here.
