A luxury fashion brand who operates across over 50 markets globally recognised a need to differentiate their media strategy and investment level, given budget cannot stretch across all markets evenly. They tasked Merkle to set up a formula for success to drive YoY revenue growth.
Our approach was to build out a ranking method using 10+ first and third-party data points, such as onsite conversion rate and forecasted luxury fashion revenue growth per market. Off the 50 markets, we managed to split all 50 markets into three different tiers based on opportunity of revenue and demand that was forecasted in each of the different markets. Each tier then has different media strategy and investment level.
This top-down approach to investment level enabled the brand to prioritise markets with the strongest return on investment, leading to strong performance year-on-year with 11% growth in site visits and 12% YoY growth on revenue.