National Aesthetic Services Brand
Proving Incrementality at Scale
Proving Incrementality at Scale
Triangulation, MMM, and geo testing revealed what was truly driving growth—and reshaped the media mix for measurable topline impact.
17%
Lead Revenue Growth Opportunity
50% Less
Search Spend
+12%
Q1 2024
Top Line Growth
Project Overview
A national, multi-location aesthetic services brand wanted a clearer, more defensible view of paid media performance—especially for mid/upper-funnel channels where traditional UTM-based reporting underrepresented impact. We delivered an advanced attribution program that combined triangulation analysis, Marketing Mix Modeling (MMM), and structured incrementality testing to turn conflicting reporting into confident investment decisions and a repeatable test-learn-grow measurement system.
The Challenge
- Couldn’t trust “true” ROI from UTM/internal attribution for key channels
- Needed to know which channels to scale to drive leads efficiently
- Brick-and-mortar footprint + multi-channel portfolio increased complexity
- Had to unify measurement across different channel types and funnel stages
Dig Deeper
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Our Solution
- Unified datasets + standardized taxonomy by channel + funnel stage
- Ran triangulation to quantify gaps between UTM vs platform reporting
- Built MMM (Robyn) to separate baseline vs incremental impact
- Validated decisions with incrementality tests and then rebalanced the portfolio
Dig Deeper
The Results
17%
Lead Revenue Growth Opportunity
50% Less
Search Spend
+12%
Top Line Growth
The Results
17%
Lead Revenue Growth Opportunity
50% Less
Search Spend
+12%
Top Line Growth
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