Measuring the true ROI of top-of-funnel campaigns. Story of Kave Home.

About Kave Home:

Kave Home (kavehome.com) is a fast-growing furniture and decor brand from Catalonia, Spain that sells products across Europe. 

To support its growth, Kave Home’s marketing team uses lots of digital channels to acquire new customers and re-engage with existing ones. As the number of marketing channels and campaigns grows, it becomes much harder to analyse overall marketing performance in a single place, as well as to understand the proper impact of each marketing campaign in a multi-channel and multi-device customer journey. 

To overcome all of these challenges, Kave Home partnered with SegmentStream, and now they are ready to share their experience and the results of the collaboration. 

The challenge:

Facebook Ads is one of the biggest sources of website visitors for Kave Home. However, the accurate revenue attribution was challenging, mostly due to cross-device and cross-browser customer journeys.

A lot of people use Facebook and Instagram on their mobile devices, so when they click on mobile ads — the in-app browser of Facebook opens. Many people are not ready to buy furniture right away from Facebook’s in-app browser, and decide to switch to their favourite browsers like Safari or Chrome to make a purchase or make the purchase later from their desktop. Due to such interactions, it is almost impossible to stitch the paid click on one device with the conversion on another device, which makes it very difficult to attribute proper value to upper-funnel marketing campaigns and understand their true performance.

Because of this, Kave Home’s Performance team had to manually optimise their Facebook Prospecting campaigns based on “gut feeling”, as traditional attribution models were not able to quantify the real sales impact of such top-of-funnel activities. 

To remove “gut feeling” from the marketing mix optimization & budget allocation process and to understand the true value of Facebook Ads campaigns in a truly data-driven way, Kave Home’s Performance team decided to implement the SegmentStream platform and to try its AI-driven measurement & optimization technology.

SegmentStream solution:

SegmentStream is an advanced, AI-powered marketing mix optimization platform that provides future-thinking marketing teams with a next-generation solution to outdated multi-touch attribution tools that are no longer suitable for today’s complex customer journeys and modern tracking restrictions.

SegmentStream combines first-party data with machine learning algorithms to enable comprehensive measurement and performance optimisation. By using ML, it is possible to uncover the true revenue contribution of each channel and campaign into total revenue, even if it’s not possible to link a conversion directly using cookies. 

Customer testimonial:

Like most companies, we used Google Analytics to measure our digital marketing performance. Later we tested other cookie-based attribution solutions, such as Campaign Manager Attribution.

However, with its attribution models, we were not able to understand the proper value of our upper-funnel campaigns. Social and display campaigns were always undervalued in Google Analytics and on the other tested tools, while retargeting campaigns were shown as very effective. But every time we decided to decrease our budget on social and display, we were noticing a huge drop in sales from all other campaigns. We knew that our upper-funnel campaigns hugely influenced the performance of other marketing campaigns but were not able to prove our gut feeling in a data-driven manner. 

With our Performance team, we started to think about other ways to measure attribution, which apart from taking into account the channels, also took into account the events on our website.

Not so long ago, we discovered SegmentStream’s article about their technology that analyses complex user behaviour in order to understand incremental impact of each traffic source. We found their approach quite unique and interesting so decided to give it a try. Now I’m happy to say that we were not disappointed with our decision. 

SegmentStream’s platform allowed us to collect all the data across all our marketing sources into our own Google BigQuery data warehouse, stitching and unifying everything together and providing a unified dashboard of our cross-channel marketing performance. But more importantly, we were finally able to understand the real value of all our traffic sources, including social and display campaigns, by applying SegmentStream’s approach. Now we are shifting all our optimisation strategies according to insights that we see in SegmentStream dashboards and already see a positive ROAS improvement. 

I would also like to mention the expertise of the SegmentStream team and their willingness to support us along the journey. We really appreciate that and look forward to more milestones in our long-term partnership!

— Anna Nogueras, Traffic Manager of Kave Home