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identifying how they interacted with the campaign as a whole and their contribution to the final sale.
This attribution-led approach immediately revealed new channel insights. Most notably, pay-per-click (PPC) was found to be driving 100% more sales than it had been credited for – proving that digital was much more important than BAM had originally assumed.
We also showed BAM how much value their retargeting activity, driven via online digital ads, was delivering. We independently verified the supplier results and helped BAM better understand incremental testing. This allowed them to quantify the value delivered by their spend with their online digital ad provider, giving them confidence to continue investing in this channel.
Delivering sales growth and business transformation Working with Tapestry has transformed how BAM approaches marketing. From being a campaign-centric business, BAM has adopted a customer-centric approach, based on an understanding of customer behaviour decisions. By identifying what was inf luencing purchasing decisions and how customers preferred to buy, BAM can now feed this insight into developing more effective campaigns.
Today, BAM’s planning takes into account activities and engagements as a whole,
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not simply looking at them as individual events. As a result, they’ve adjusted their marketing investment, focusing the majority of their marketing on digital channels. The greater clarity afforded by Tapestry’s work has allowed BAM to make better, more informed and more impactful marketing decisions which have delivered a 30% growth in sales for the business.
The shift to digital is delivering a younger, more urban audience, extending BAM’s customer base.
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