An apparel brand without cross-channel attribution used AMC to map its customer journey and lift purchase rates 13.5%.
Orolay, a prominent apparel brand renowned for its affordable fashion, high-quality materials, and creative style, faced a two-fold challenge. Firstly, they wanted to gain a deeper understanding of the customer journey across multiple devices and inventory sources, and secondly, they aimed to assess the efficiency of media touchpoints to improve their path to conversion. There was also an interest in understanding the role of ad exposure timing on the conversion process.
Orolay set clear objectives: deeply analyze and streamline the customer journey across various devices and inventory sources, identify the impact of ad exposure timing on the conversion path, and determine the most effective media combination for efficient budget allocation.
overall purchase rate increase
rise in new-to-brand purchase rate
CPDPV improvement YoY
We deployed Amazon Marketing Cloud to analyze the customer journey across multiple devices and inventory sources. We examined both Sponsored Products and Amazon DSP campaigns, tracking customer interactions through the consideration and conversion stages. Xnurta's proprietary attribution modeling dissected the key touchpoints customers interacted with, the sequence of those interactions, and the media combinations that led to conversions.
Customers exposed to multiple media touchpoints were 23 times more likely to purchase than those reached by Sponsored Products alone — so we deployed a combined DSP and Sponsored Products strategy. After finding that upper-funnel exposure followed by a Sponsored Products ad drove 4x higher purchase rates, we readjusted the funnel to emphasize early-stage engagement. A clear performance drop after 9 p.m. triggered an ad scheduling revision. Based on collected insights, Orolay reallocated 16% of budget from Sponsored Products to Amazon DSP during peak season in 2022.
From one quarter to the next, Orolay saw a 7% rise in total new-to-brand purchase rate and a 13.5% overall purchase rate increase. CPDPV performance improved 300% compared to the prior year.
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