How John Jacobs increased revenue 3x by using First-Click Attribution Model
EasyInsights attributed conversion credit accurately to the initial touchpoints in the customer journey. It helped John Jacobs in scaling their revenue by 3X, with a 25% reduction in CAC.
3x
Increased Revenue
25%
Reduced CAC
Technology Used
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First Click Marketing Attribution
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Data activation
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Automated reports and dashboards
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Automated alerts and monitoring
Meet the Brand
John Jacobs is India's leading D2C brand when it comes to trendy eyewear for the discerning consumer. What sets them apart is ensuring the use of high-quality materials, providing expert craftsmanship, and panache in their designs. All of this, while maintaining affordability.
The Challenge
John Jacobs were looking to scale, and scale aggressively. They had worked well with Google Ads and Meta Ads, but now their aim was to grow Revenue by leveraging ad platforms to their maximum potential. On this road, they were facing some major challenge -
Although Last-click attribution models were giving the right picture of Bottom and Mid-funnel campaigns, it wasn't giving the proper attribution to the Top of the funnel campaigns.
With only last-click attribution model to measure full-funnel performance, they were facing challenges in scaling campaigns.
The brand was experiencing a high CAC on the Google Display network, impacting the overall efficiency of their digital marketing efforts
The Solution
Last-Click Attribution was not working for John Jacobs as it gave visibility of only the bottom and mid of the funnel campaigns. But John Jacobs main aim was to scale, and for that, top-of-the-funnel campaign visibility is a must as that is responsible for acquiring new customers.
It was decided to implement EasyInsights first-click attribution model. This model assigns conversion credit to the first touch point in the customer journey, providing insights into the top-of-the-funnel campaigns that drive initial awareness. John Jacobs marketing team could now identify the channels and campaigns that were bringing in new users.
EasyInsights helped them to identify their sale cycle (User first click to first transaction lag). The campaigns were monitored for the duration of the sales cycle of John Jacobs. The focus was on this duration because it takes the full duration of the sales cycle for potential customers to progress from initial awareness to making a purchase. Thus, the marketing team monitored the impact of these campaigns over the sales cycle to gather accurate insights, on the basis of which, marketing budget was allocated.
The Implementation
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Implementing First-Click Marketing Attribution with EasyInsights Pixel
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Automating Reports and Dashboards for John Jacobs
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Automated Monitoring and Alert System
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1
Attribution Model: The first-click attribution model was integrated into the analytics framework.EasyInsights helped them to identify their sale cycle (User first click to first transaction lag). This allowed John Jacobs to allocate conversion credit to the first interaction a user had with the brand, providing a clearer picture of the impact of top-of-the-funnel campaigns . These campaigns were monitored for the period of their sales cycle - it gave John Jacobs an accurate read on how their budget allocations to different channels and campaigns was impacting sales. This made for robust marketing optimizationt
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2
Automated Reporting and DashboardingFull-funnel blended data was made available to John Jacobs. It was used to generate actionable insights like identifying ad campaigns that worked. Apart from Marketing reports, EasyInsights created certain dashboards specific to Product, Category, Geography and Website Performance to provide John Jacobs with a bird-eye view of the overall paid marketing performance.
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3
Automated Alert MechanismThe introduction of automated alerts ensured that John Jacobs� team received immediate notifications when key metrics exhibited any anomaly, making room for swift intervention and course correction. This proactive approach enhanced John Jacobs� ability to optimise campaign performance.
The Result
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Revenue: 3X
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Reduced CAC: 25%
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1
Improved Visibility into Customer Journey :Implementation of the EasyInsights Pixel provided granular details into the customer journey. Implementing first-click attribution model and understanding the impact of top-of-the-funnel campaigns, John Jacobs made informed decisions about resource allocation and campaign optimization.
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2
CAC Reduction on Google Display Campaigns:The optimization efforts on the Google Display network led to a significant reduction in Customer Acquisition Cost. John Jacobs achieved this by using EasyInsights first-click attribution to target high-performing audience segments.
