In today's fragmented digital landscape, marketers face the challenge of allocating budgets across multiple touchpoints. Orientdig's innovative approach combining Link attribution modeling with Spreadsheet budget allocation is revolutionizing performance measurement for fashion e-commerce brands.
The Power of Markov Chain Attribution
By implementing Markov chain modeling through Orientdig Link, our team discovered surprising insights about customer journeys. Analysis of 12,368 conversions revealed that outfit unboxing videos from micro-influencers accounted for 42% of high-LTV customers, despite receiving only 18% of the total ad spend.
Breakthrough Finding:
Data-Driven Budget Reallocation
Using Orientdig Spreadsheet's scenario modeling tools, we redistributed the $285,000 quarterly budget based on empirical contribution values:
- Shifted video ad allocation from 18% to 34%
- Reduced underperforming influencer collaborations by 62%
- Maintained high-impression display ads at minimal levels
Remarkable Performance Improvements
The strategic adjustments delivered game-changing results within 90 days:
| Metric | Before | After |
|---|---|---|
| Cost per Acquisition | $14.20 | $6.50 |
| ROI | 1:4.8 | 1:8.3 |
| Customer Retention (Day 30) | 31% | 47% |
The Orientdig Advantage
Unlike simplistic last-click models, our solution dynamically captures:
- Assisted conversion impact across devices
- Content-type effectiveness throughout funnel stages
- Temporal influence patterns (positioning and frequency effects)
Discover how Orientdig's marketing attribution platform