Google Attribution 360 uncovers new opportunities to drive success and sales
Customer Company Size
Large Corporate
Region
- Asia
Country
- China
Product
- Google Attribution 360
Tech Stack
- Google Analytics 360 Suite
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Productivity Improvements
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Electronics
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
Lenovo is a Fortune 500 company and the #1 PC manufacturer globally. The company is a leader in personal technology, serving customers in more than 160 countries. Lenovo is known for its innovative products, efficient business model, and strong, diverse global team. The company is dedicated to excellence and is motivated to embrace new best practices in marketing measurement. Lenovo operates in the ultra-competitive consumer electronics market and is always looking for new opportunities for growth.
The Challenge
Lenovo, a global leader in personal technology, was facing challenges in marketing measurement. The company was using a rules-based measurement model that allowed multiple channel owners to claim credit for the same sales. Each channel reported results separately, resulting in inflated last-click attributed results of 371% of actual sales. This made it impossible to tell which marketing investments actually drove sales. Lenovo also had a blind spot regarding who was purchasing what. The company wanted to effectively reach existing customers to drive repeat purchases.
The Solution
Lenovo implemented Google Attribution 360 to end the practice of evaluating and optimizing each channel in a silo. The tool allowed Lenovo to analyze how marketing programs performed as a whole, optimize spending across channels, and allocate marketing budgets to drive incremental sales. In just six months, Attribution 360 delivered a new picture of marketing performance. With data from existing systems of record, website analytics, and ad servers, sales were re-analyzed with cross-channel, fractional credit. Once attributed, results reflected real sales. Lenovo learned that 75% of revenues resulted from multi-touch paths and 48% of engagement activity spanned multiple channels. The company also discovered that comparison shopping engines (CSEs) offer 20% better return on ad spend (ROAS) than the next best channel.
Operational Impact
Quantitative Benefit
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