Executive summary:

Deuba GmbH & Co. KG, a leading German online retailer, faced challenges in evaluating their marketing performance due to its reliance on the last-click attribution model offered by most platforms. Partnering with Funnel, they implemented a multi-touch attribution solution using AI-based algorithms to provide a comprehensive view of their marketing activities. This integration, along with Funnel’s marketing mix modeling, enabled Deuba to optimize budget allocation and improve targeting. As a result, Deuba achieved better cost per acquisition and return on investment, transforming their marketing strategy and driving targeted growth.

Key results:

  • With Funnel, Deuba moved beyond last-click attribution to use AI-powered multi-touch attribution and marketing mix modeling.
  • Gained enhanced insights into marketing mix effectiveness, leading to improved budget allocations and results.
  • Enabled precise optimization of Google Ads bidding strategies, resulting in improved cost per acquisition and return on investment.

Company profile:

Deuba GmbH & Co. KG, founded in 2002 and headquartered in Merzig, Saarland, Germany, is a leading online retailer. The company offers over 4,000 products, including outdoor furniture, home improvement items, and party supplies, emphasizing quality and competitive pricing. Deuba operates multiple international online shops under the DeubaXXL brand, serving various European countries.

The challenge: Limitations of last-click attribution

Before partnering with Funnel, Deuba faced significant challenges in evaluating the performance and efficiency of their marketing activities and channels. A major issue was their reliance on the last-click attribution model in Google Analytics. The team at Deuba suspected that analyzing results based on last-click inherently underestimated activities that did not generate clicks, such as ad impressions in social and display advertising channels, which were not being properly recognized. Due to these challenges, Deuba feared that budgets were not being optimally allocated, potentially impacting results.

Recognizing this, Deuba partnered with Funnel to consolidate and clarify performance metrics.

The solution: Finding the right partner

To move beyond the limitations of last-click attribution, Deuba implemented Funnel’s proprietary multi-touch attribution solution. Using AI-based algorithms, this solution facilitates data-driven attribution across multiple touchpoints, allowing for a comprehensive and precise analysis of marketing activities. This approach integrated various elements into a unified, coherent perspective, enabling the team to evaluate detailed customer journeys instead of relying on siloed reports from different platforms.

In addition to implementing Funnel’s multi-touch attribution, Deuba also deployed Funnel’s marketing mix modeling solution. This integration ensured that social ad impressions were accounted for, including the view performance of social ads, bridging an essential gap in marketing analysis.

Lastly, Deuba used Funnel’s capability to work with data at a click-level, enabling them to push the enriched results into Google Ads and optimize bidding strategies.

The results: Moving to a holistic approach

The implementation of Funnel quickly had a significant positive impact on Deuba's marketing efficiency. For example, they confirmed a common suspicion among many advertisers: the number of conversions attributed to certain click-based channels was significantly overindexed. With Funnel’s marketing mix modeling solution, the team discovered that conversions attributed to social media ads were significantly underrepresented and should be increased by as much as 80%. Contrary to previous reports, social media ads were performing better than paid search in terms of both cost per acquisition and return on investment.

Beyond gaining a deeper understanding of the impact of different areas of their marketing mix, Deuba used Funnel to upload these refined conversion results to Google Ads, improving future targeting and budget allocations.

Mark Prediger, head of onlineshops & marketing at Deuba, notes: “Partnering with Funnel has truly revolutionized our marketing approach. Transitioning from a last-click attribution model to a holistic measurement approach, which now includes display and social ad impressions, has given us the power to accurately measure the real ROI of every marketing move. Armed with this newfound clarity, we're making informed decisions and driving targeted growth.”

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Funnel interviewed

Mark Prediger

Mark Prediger

Head of Onlineshops & Marketing

Deuba