How INDOCHINO Used DV Rockerbox MMM and MTA to Increase Marketing Performance

INDOCHINO, a made-to-measure formal wear company, struggled to measure the impact of its marketing efforts because of its hybrid retail and online business model. The brand needed an automated measurement strategy to connect online lead generation and offline retail sales. Its existing internal model, developed in 2017, was labor-intensive and provided only monthly high-level insights.

Because the in-house model required significant internal time and ongoing maintenance, the team began exploring third-party solutions like DV Rockerbox™ to build a more agile, scalable measurement system.

By applying learnings from DV Rockerbox's marketing mix modeling (MMM) and multi-touch attribution (MTA) solutions, INDOCHINO achieved a 31% decrease in cost per action (CPA) and a 38% increase in return on ad spend (ROAS).

The Objectives

INDOCHINO partnered with DV Rockerbox to:

• Develop a comprehensive measurement strategy for both online and offline sales channels.
• Improve granularity in tracking marketing effectiveness compared to the high-level in-house solution.
• Improve business performance and efficiency from its media spend.
• Reduce the maintenance effort required to run its measurement solution.

The Solution

INDOCHINO chose DV Rockerbox for its dual focus on MTA and MMM and ability to track complex conversion funnels, including both online and offline sales. DV Rockerbox's solution replaced INDOCHINO's previous in-house model, which was difficult to maintain and lacked granular insights. This let the INDOCHINO team focus on using the data for marketing decisions instead of maintaining the system.

The Execution

The execution followed a step-by-step process:

1. Onboarding: DV Rockerbox guided INDOCHINO through MTA and MMM onboarding, ensuring it captured all necessary data types for both measurement methodologies.
2. Training and Support: Training sessions with DV Rockerbox's team ensured that INDOCHINO was proficient in using the platform based on specific questions and its primary use cases.
3. Operationalizing MTA and MMM: DV Rockerbox's MTA provided daily and weekly optimizations leveraging de-duplicated performance data for online and offline sales, while MMM offered a holistic, quarterly view of channel and tactic ROI.

The Results

INDOCHINO's results with MMM provided the marketing team with insights into:

• Retail and Ecommerce Channel Impact: DV Rockerbox's MMM uncovered differences in channel impact and efficiency for ecommerce and retail, helping INDOCHINO understand how paid media affects retail revenue.
• Impact of Promos on Business Growth: Confirmed which promotions and moments are most impactful for ecommerce and retail, enabling its team to make more confident decisions around promotion type and timing.
• Confirming ROI of Hard-to-Measure Channels: Provided clarity on the ROI of specific channels where INDOCHINO previously had questions, building confidence to increase spend in poorly understood channels.

INDOCHINO's results with MTA:

• Improved Granularity: Now tracks marketing effectiveness down to specific tactics, campaigns and creatives for granular decision-making.
• Identified Weekly Optimizations: Uses DV Rockerbox's MTA for daily and weekly optimizations, improving efficiency within each channel and driving better blended CPA and ROAS.
• Consolidated Data: Moved away from a cumbersome legacy in-house model and now has a centralized view of marketing touchpoints, spend and conversion data.

The result was a dramatic improvement in media efficiency across channels:

• Blended CPA decreased by 31%
• Blended ROAS increased by 38%

The Conclusion

INDOCHINO's partnership with DV Rockerbox transformed its measurement strategy, providing granular insights for weekly decision-making and a broader assessment of channel and tactic ROI for budgeting and forecasting. Its success with DV Rockerbox underscores the value of using multiple measurement methodologies to drive the most informed marketing decisions.

INDOCHINO plans to continue leveraging DV Rockerbox's insights to further refine its marketing strategies and explore new optimization opportunities.

"The insights provided by Rockerbox's MTA and MMM have been transformative for our marketing strategies." – Stephan Lukac, Marketing Director, INDOCHINO