NET-A-PORTER and MR PORTER are premier online luxury fashion stores. The company wanted to sharpen their campaign plans by finding smarter ways to target their audience and allocate budgets. In order to do this the fashion ecommerce store decided to use people based measurement tools rather than just traditional cookies to gain much deeper insights to their customers path to purchase and in turn allocate media budgets accordingly.
Case study summary
• Wanted to better target their audience and allocate media budget
• Used Atlas’ people based measurement tools to measure brand awareness and Christmas sales
• Particularly interested to find out how mobile ads perform and influence sales on other devices.
• Proved value of mobile investments
Challenge
NET-A-PORTER and MR PORTER wanted to better understand the ROI of media investments on mobile. More specifically which mobile ads effectively drive ad recall and, which ads drive people to buy their products.
Having better measurement and cross device tracking would allow the marketing team to make better informed media decisions.
The solution
The fashion ecommerce store decided to use people based measurement tools of Facebook Atlas rather than just traditional cookies to gain much deeper insights to their customers path to purchase and in turn allocate media budgets accordingly.
Results
• Better understanding of the impact of mobile activity
• By fully understanding the path to purchase, they found out which channels they were overinvested in and were able to make smart adjustments
• 29% increase in sales attribution
• 60% uplift in sales attributed to mobile
• Discovered 38% of all conversions included a mobile ad or interaction along the way
• 16% of all conversions took place on a mobile
