Background
A leading B2B e-commerce retailer with a national footprint needed to balance two competing pressures:
- Control rising inefficiencies in paid search and shopping campaigns, which were consuming significant budget without delivering proportional return.
- Accelerate net new customer growth in a sustainable way, ensuring investments went into tactics with true incremental impact.
The brand turned to Rockerbox for attribution insights and data centralization, allowing them to evaluate marketing performance at a granular level and make confident, ROI-positive budget reallocations.
Challenge
The marketing team faced persistent questions as spend scaled:
- Which campaigns were wasting budget and should be pulled back?
- How could savings be reallocated into channels with higher incremental value?
- What framework would enable them to optimize continuously, without relying on last-click reporting?
Solution
By leveraging Rockerbox’s attribution data, the retailer was able to:
- Identify underperforming campaigns across Google and Bing, revealing opportunities to cut wasted spend.
- Reallocate budget into new customer acquisition tactics with higher ROI.
- Optimize paid social (particularly Facebook) with confidence, backed by unified attribution data rather than siloed, in-platform reporting.
These actions were driven not by guesswork, but by a deduplicated view of the customer journey that clarified which touchpoints were truly contributing to conversions.
Results
Search & Shopping Efficiency
- Rockerbox insights guided the team to shift budget away from inefficient paid search and shopping campaigns.
- This reallocation generated $414K in savings in Q2 alone.
- Savings were reinvested into more efficient customer acquisition tactics, amplifying the impact.
Scaling Paid Social
- With Rockerbox data, the retailer made Facebook effectively self-funding.
- Facebook optimizations accounted for 73% of the total 27% YTD improvement in net new customer activations versus budget
- The result: accelerated new customer growth without requiring incremental budget.
Business Impact
With Rockerbox attribution as its foundation, the brand was able to:
- Unlock substantial savings while still hitting growth targets.
- Fund new customer acquisition efficiently, turning paid social into a growth driver instead of a cost center.
- Adopt a repeatable framework for making cross-channel budget decisions grounded in data.
Looking Ahead
Building on these wins, the retailer plans to expand its measurement maturity in phases:
- Near-term: Introduce incrementality testing to validate and calibrate attribution results.
- Mid-term: Deploy calibrated MTA models to refine budget allocation across touchpoints.
- Long-term: Adopt full Marketing Mix Modeling (MMM) to strengthen forecasting and long-horizon planning.