The Goals:

• Develop a single source of data to measure cross-device marketing performance and to integrate offline data
• Take omnichannel approach for all marketing investments
• Assign correct weight to every single digital touchpoint through attribution modeling
• Optimize media buying

The Approach:

• Integrated Google Analytics 360 with DoubleClick full stack to get a single view on the consumer journey and build advanced attribution models
• Switched traditional media budget to programmatic
• Adopted advanced audience strategy through Audience Center 360

The Results:

• 72% rise in e-commerce revenue from advertising year over year
• 35% improvement in return on online ad spend (ROAS)

To read the full article: Think With Google