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To successfully scale their e-commerce presence, Skechers Nordics needed a more effective way to allocate their digital marketing budget. By implementing Alvie's Attribution and Budget Optimiser, the team moved past last-click and marketing platform metrics to successfully reallocate spend and drive significant incremental revenue.
Skechers Nordics has been using Alvie for more than a year, starting off with little reliance on e-commerce to seeing it grow into a cornerstone for Skechers’ revenue. The primary goals with the collaboration were to scale online sales and optimise their media mix in a confident way that didn’t rely on last-click attribution.
To prove the model's effectiveness and gain trust in Alvie’s attribution, the collaboration started with a 3 month test period. Within this period, Skechers committed to 100% adherence to Alvie's recommendations across two test markets, specifically reallocating spend across Meta Ads, Google Ads, and Microsoft Ads without increasing the total marketing spend, while two other markets followed old practices as a hold-out group.
A Lift Study was then conducted on the test markets with the control markets as baseline factors. The results from the Lift Study conducted revealed an impressive incremental uplift in the markets following Alvie’s recommendations.
The Lift Study provided clear direction for the team's media mix. Alvie revealed that Google Ads was actually contributing less than last-click data suggested, while Meta Ads and Microsoft Ads were significantly undervalued. Consequently, the reallocation strategy involved spending more on Meta Ads and Microsoft Ads, while improving Google Ads efficiency by shifting budget away from brand search campaigns toward more generic keywords.
By trusting Alvie's Attribution and Budget Optimiser to reallocate budgets between Microsoft Ads, Google Ads, and Meta Ads, Skechers Nordics successfully achieved significant uplifts in online sales. The success of this performance test has paved the way for future channel expansion.
