2010: 75% Sales Increase From C3 Beta Product
After rolling out initial tests of their beta platform in 2008, Hughes and Greenfield compile and publish results of the longest running study on multi-touch attribution.
Deploying the insights of full funnel attribution algorithms increased revenue 75% versus baseline with only a 12% increase in media spend. During this two-year time frame, there were no significant offline media events, changes to the advertiser’s website, and prior to baseline, revenue run rate amounted to low single digits.
The only significant change was the agency relying on the C3’s proprietary AVSR metric to guide their media buying decisions and optimizing weekly with C3’s AVSR metric at granular levels. All paid media channels saw a sharp increase in revenue with display transforming the most from unprofitable status to the largest ROI gainer.