Wonderbly is a B2C e-commerce company focused on personalized children’s books. The award-winning online publishing house allocates marketing budgets across channels and campaigns based on a North Star metric of attributed contribution margin. Built back in 2016, the model behind this KPI became obsolete. The growing complexities and outdated data foundation prevented Wonderbly from making data-driven decisions and taking advantage of advanced measurement methods, like incrementality.
Project A’s Data and Analytics Team stepped in to support Wonderbly’s data team and refactored their entire marketing pipeline. The project included:
We created an efficient, extensible, and well-documented attribution model that serves as a solid foundation for the future. The new model enables Wonderbly to quickly integrate additional marketing channels and implement incrementality testing and marketing mix modeling. Thanks to optimized channel assignment and user stitching, the data generated by the new model revealed significantly different figures and delivered concrete business insights. Wonderbly can now allocate its marketing budgets based on reliable data and spend the money where it brings the most value.
Want to learn more? Contact email@example.com.