Attributing brand-level awareness to drive customer acquisition

Mizuno

 

  • Mizuno had been using last touch attribution to manage their customer journey. However, due to this this approach, top- and middle-of-the-funnel efforts weren’t given attribution for their role in a conversion, limiting the effectiveness of the brand’s multi-channel approach.

  • Stripe Theory developed a multi-touch attribution model and in-depth reporting to showcase how efforts made at the top-of-the-funnel drove mid- and bottom-of-funnel traction. Through extensive audience and creative testing, we were able to develop a model that weighted the awareness media to increase conversions and better compliment the bottom of the funnel tactics. Thought this attribution model, Mizuno was able to better determine the right balance of media across consumer journeys.

  • This enabled thoughtful and data-backed rationale for marketing spend and budgeting.