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Delamaison.fr is a French e-retailer specialized in brand housing equipment and decoration with more than 20,000 references from over a hundred brands in its catalogue.

  • DELAMAISON’s case

    Delamaison’s case

    Experiencing rapid growth, Delamaison is spending considerable amounts of money in traffic acquisition – hence their wish to define the optimal media mix by closely monitoring the links between media budget and conversion results onsite.

    Objectives:
     
    • Understand the various interactions between all traffic sources
    • Improve the traffic acquisition strategy and increase the global ROI of online advertising campaigns, taking the full media mix into account
  • What 55 did for Delamaison’s case

    What 55 did

    We provided Delamaison with our Multitouchpoint solution:

    • 100% of the visits tracked accross 100% of media channels, including organic search traffic
    • Analysis of all conversion paths offsite
    • De-duplication of conversions claimed simultaneously by multiple traffic sources
    • ROI recalculation for each source and design of a simplified bespoke re-attribution model
    • Identification of the conversion paths specific to each product category
    • Identification of the media channels to prioritize within the mix
  • The results for Delamaison’s caseROI calculation model

    The results

    • Global vision of the performance of every media channel – search engine, affiliates, retargeting…

    • De-duplication of conversion data: actual number of touchpoints, visits and conversions

    • Classification of traffic sources according to their role – introducer, influencer, closer.

    • Complete overhaul of Delamaison’s media priority classification, based on media reach weighed against actual performance

    • Advertising budget optimization