Budget allocation across marketing vehicles


A retail giant in the US having e-commerce site for online shopping.


The client’s marketing team wanted to understand their budget allocation across various marketing vehicles. The client sought insights in effectiveness of affiliate marketing and optimizing the marketing mix. The client was facing challenges in appropriately attributing the contribution of each channel to the conversions, and benchmarking the best e-commerce business model in their industry.


SG Analytics understood the client’s business and marketing strategy to gain insights into its overall marketing effectiveness:
  • SG Analytics collated search data, and identified the customer purchase behavior and search path. Our team built attribution models to determine conversions assigned to each touch point in the buyer journey.
  • For channels that got traffic from other channels, we recommended search retargeting to ensure the campaign running in one channel can capture the lost traffic from other channels.
  • We recommended search word expansion to boost the traffic volume for the effective channel directly or the ones that assist other advertising channels to convert.
  • Our experts also recommended “redirect function plus offer discounts” to those returning users from the ad, which increased the chances of conversion.


Helped the marketing team monitor performance of different media channels.
Enhanced ROI by re-allocating budget towards the most effective channels.