How Atomberg increased their Revenue by 2x by identifying users online and offline activity.

Meet the Brand

A brand that has disrupted the most traditional category of consumer durables - ceiling fans. Atomberg is a pioneer in BLDC motor manufacturing which is what makes their electronics smart, and energy-efficient. Boosted by this success, they have now ventured into other consumer durable categories like mixer grinders and smart locks

The Challenge

Atomberg used performance marketing in its initial phase leading to a breakout in sales. The next step now, was to scale their business. However, before doing that, it was necessary to quantify what impact the brand's paid marketing campaigns have had on sales. There were two avenues to consider -

1. The website sales that were a direct result of online marketing campaigns on ad platforms like Google Search and Meta Ad.
2. The positive impact that digital marketing campaigns created, which lead to offline sales.

The Strategy

• 1

  Custom Attribution Model

  Capture a complete funnel journey (from click to purchase) by using a unique user ID to create a customised attribution model.

• 2

  Enrich Online Campaigns with Offline Conversion Data

  Send all offline conversions back to ad platforms to enhance optimization and improve campaign performance.

• 3

  Advanced Data Models that give actionable insights

  Based on omnichannel attribution data, several advanced data models were developed to provide actionable business insights for holistic growth of Atomberg

The Implementation

• 1

  Understanding User Journey

  Before diving into the solution, let's first explore the user journey for this brand.

  

• 2

  Custom Omnichannel Attribution

  All touchpoints of user interaction with the Atomberg website (visits, purchases, and/or warranty registrations), along with their timestamps, UTMs& any other crucial information, were collected and the user journey was mapped to a unique ID (user ID).

  

  Utm parameter get captured via fist party pixel's server to server tracking

  Compaigns detailed and visitor unique details like browser id, IP etc captured

  Unique id of the users is generated by using

  El first party server side tracking pixel Browsed a few products

  Exited from the website

  Promotional email campaign sent to the visitor

  Visitor retumed to the website and returning visitor identified by First Party Pixel

  Visitor browsed a few product and decided to make the purchase

  Remarketing campaign brought the visitor back to the website.

  EasyInsights Pixel identified the returning visitors

  Visitor browsed a few product and made a purchase

  Customer information collected and stored in a CRM

  Customer visited the website again to write review to get some promotional offer, registering for warranty etc. using their email ids/phone numbers/unique links etc provided

  EasyInsight connect the offline and online journey here by using customers details, unique ids and provide the Omnichannel attribution journey to understand the impact of online ads on the offline journey.

  Data is then sent back to the ad platforms to optimise the campaigns

  Note

  • If the customer dont visit the website again after offline purchase, finger printing technique is used to identify the online journey of the customers.
  • Data is sent back to the ad platforms via API
  • Customers data with foclid, gclid, ip& other attributes have higher match rate

  Stitching the Journey from Online to Offline World - Using EasyInsights, Atomberg was able to capture the first touchpoint's timestamp and UTMs (First Click), as well as the last touchpoint's (pre-transaction) timestamp and UTMs for the user (Last Click). This enabled the seamless stitching of the journey from the online to the offline world.

• 3

  Enrich Online Campaigns with Offline Conversion Data

  Atomberg, primarily driven by offline sales, has three times more offline conversion data (purchases) than online conversions. EasyInsights integrated offline conversion data as a custom event back into the panel used for campaign optimization. This integration enabled the campaigns to learn faster and more accurately, by helping identify a larger set of the target audience.

• 4

  Advanced Data Models that give actionable insights

  Based on omnichannel attribution data, several advanced data models were developed to provide actionable business insights for holistic growth of Atomberg:

  First Click Optimization Platforms, campaigns& creatives that facilitated brand discovery were identified based on first clicks. This gave a fresh perspective compared to evaluating performance solely on last clicks. Budgets were then allocated to scale the campaigns that were most effective in brand discovery.

  Cross-Category Sales In addition to fans, Atomberg offers products in other home appliance categories. Data analysis revealed inter-category sales influence between top categories (like fans) and smaller categories (like mixer grinders).

  Average Sales Cycle Lag The time lag from initial brand discovery to final purchase and warranty registration was determined by calculating the average number of days a user takes from the first click to purchase and then the warranty registration. This information helped Atomberg allocate sufficient time for experiments before drawing conclusions.

  Correlation of Top Funnel Events with Bottom Funnel Conversions For a brand driven primarily by offline sales, identifying top funnel events that strongly correlate with bottom funnel conversions is crucial. EasyInsights helped Atomberg establish this correlations between several top funnel events to determine which events actually contributed to bottom funnel conversions. This has become a regular experiment to continuously identify the top funnel event with the strongest conversion correlation.

• 5

  Uncovering interesting insights

  Atomberg, primarily driven by offline sales, has three times more offline conversion data (purchases) than online conversions. EasyInsights integrated offline conversion data as a custom event back into the panel used for campaign optimization. This integration enabled the campaigns to learn faster and more accurately, by helping identify a larger set of the target audience.

  EasyInsights continually enhanced the depth of data and the resilience of the omnichannel data model month after month. Atomberg was now able to answer 2 crucial aspects:

  What proportion of customers return to the website to register the warranty after making a purchase?

  What is the average duration between purchase and warranty registration for each customer?