Understanding the true value of personalised display using test and control

BAM says it now benefits from a fully transparent display programme, which shows touchpoints across the company’s entire attribution model. This approach benefits all the channels in BAM’s marketing mix. Epsilon’s unique test-and-control model also enables the company to make quick calculations and explore the outcomes of different marketing decisions.

£700k

worth of incremental revenue driven in 2018

18,000

new to file customers.

30%

Epsilon-messaged customers buying 25% more often than non-messaged customers

Background

BAM (Bamboo Clothing), a fast-growing omnichannel clothing brand, wanted to adopt a modern approach to digital marketing, which covered multiple customer touchpoints and journeys.

Challenges

Gain a better understanding of BAM’s customers.
Align BAM’s retention and acquisition strategies across online and offline.
Grow BAM’s sales channels.

Solution

Build a display programme with the long-term goal of driving demand over time and throughout the sales funnel, rather than simply focusing retargeting.
Measure the omnichannel conversions this solution generated against a continually running test and control.
Reveal the true incremental lift that the programme generated, allowing full transparency into the programme’s return.

Epsilon’s solution has revealed key touchpoints right across our entire attribution model. This has helped all the other channels in our marketing mix. Thanks to Epsilon’s unique test-and-control model we can also do very quick calculations. For example, calculating the potentially huge impact of removing a tiny percentage uplift from our display programme."

— Steve Newman, BAM Ecommerce Manager

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