Solving omnichannel marketing and attribution for Atomberg, driving business growth, both online and offline

Founded in 2012, Atomberg is one of the fastest-growing consumer durable brands in India. The brand is well known for disrupting a completely traditional category of ceiling fans with their smart and energy-efficient fans. Post which, the brand has entered into other home appliance categories such as mixer grinder and smart locks.

Like any other consumer durable brand, Atomberg receives a significant portion of its business via off-website sales channels such as marketplaces and retail outlets. Over the years, the brand saw considerable growth pertaining to advertising done over digital platforms. Intuitively the brand also knew that digital marketing has not only positively impacted its website sales but also the sales across all other channels.  However, to plan the next phase of growth, It became imperative for them to quantify this impact of online campaigns on offline purchases. 

Ulitmately, the objective was not only to bring down the website CAC, but also to bring down the overall business CPO (Cost per order) of total purchases happening across website, marketplaces and retail stores.

Before jumping to the solution, let’s understand the user journey in the case of Atomberg or any such similar consumer durable brand:

This is a very simplified version of the user journey. In reality, the user gets exposed to multiple ads across multiple ad-platforms (Meta, Google etc.) and makes several visits to the website and visits different products’ pages before making a purchase decision.

All touchpoints of the user interaction with the website ( visits, purchase and/or warranty registration), their timestamps and UTMs (and any other crucial information)  were collected and the user journey was stitched against a unique ID (user ID or cookie ID, if the user ID is not available).

With the help of its proprietary tech tool Adbytzz, ETML team was able to establish the first touchpoint’s timestamp and UTMs (First Click) as well as the last touchpoint’s (before transaction touchpoint) timestamp and UTMs for the user (Last Click). Thus, stitching the journey from online to offline world.

Atomberg, being primarily driven by offline sales, has 3X more data points of offline conversions (purchase) than just online conversions. ETML integrates offline conversion data in a custom event back in the panel on which the campaigns were optimised. It helped campaigns’ to learn much faster and more accurately than earlier, in identifying a larger set of the target audience.

Based on the omnichannel attribution data, several advanced data models were built to bring out strong data insights around the business which led to the holistic growth of the account:

1. First click optimisation: Based on first click, all those platforms, campaigns, and creatives were identified which helped a user in brand discovery. It threw a completely different picture than looking at performance solely based on Last Click. Accordingly, the budget was allocated to scale the right campaigns.
2. Cross-category sale: Other than fans, the brand owns products in home appliance categories. With the help of data, the cross-category sales spillover was established between the top category (such as fans) vs. the smaller category (such as mixer grinder)
3. Average sales cycle lag: The time lag from the first discovery to the final purchase to warranty registration was established by defining the average number of days a user takes between the initial click to the final purchase to finally returning to the website for warranty registration. This time lag helped the ETML team allocate sufficient time for any experiment before drawing conclusions.
4. Correlation of top funnel event with bottom funnel conversion: For a brand like Atomberg which is primarily driven by offline sales, it is important to identify top funnel events which hold a strong correlation with bottom funnel conversion, as the online campaigns are primarily helping in brand discovery for users who end up purchasing the fan offline. The ETML team was able to establish the correlation of several top funnel events (such as Sessions, Engaged Sessions, Pageview>3, and Leads) to conclude which event actually helps in bringing bottom funnel conversions. Eventually, this has been set up as a regular experiment where the ETML team constantly experiments to zero down the top funnel event with the strongest correlation with conversion.

The ETML team consistently worked to improve the richness of data and the robustness of the omnichannel data model month by month. With the support of Team Atomberg, more concrete results were achieved by focusing on the following two points:

• Post-purchase, what percentage of customers come back to register the warranty on the website?
• What is the average lag between purchase and warranty registration for any customer?

With its data-driven approach to solving business growth and digital marketing for Atomberg, ETML was able to deliver:

• 79% increment in total orders
• 55% improvement in CAC

Contact us if you are a similar business looking for a custom attribution and optimization solution to scale your omni-channel business.