Using Total Impact attribution modeling, Wyatt has been able to uncover key customer journey insights for MaryRuth’s digital marketing, as well as extend the lifetime of his ad creatives. Here are some of the wins the team has had since working with Total Impact data: 

• Uncovering That TikTok’s True ROAS Was 900% Higher Than Previously Reported: MaryRuth's spends a considerable amount of money on digital marketing spend - up to $300,000 per day across platforms. Prior to using Total Impact, conversions were attributed to a click-related event, often mis-weighting the impact of platforms like Google Ads over TikTok Ads (a popular view-through channel for MaryRuth’s). Using standard attribution models, MaryRuth’s TikTok ROAS would range from a 0.5 - 1 ROAS. By using Total Impact - enriched with post-puchase survey data -  the team was able to validate that TikTok was central to many organic or Google Ads conversions - placing TikTok’s true ROI at a 5 ROAS. 

• Successfully Re-Launching Pinterest with a 400%+ Increase in ROAS: Prior to Wyatt’s start at MaryRuth's, his predecessor tried launching Pinterest ads for the brand, but turned off the channel as performance data was unsavory. After seeing how Total Impact emphasized TikTok’s true value in MaryRuth’s media mix, Wyatt chose to bring the channel back - and was delighted by the results. “We’ve been monitoring Pinterest with Total Impact, and it’s almost equally as profitable as Facebook for us,” Wyatt said. “We’ve very confident to scale Pinterest now. I think the reason it was cut off last year is because we just didn’t have the right data points. Now we’re going to see if Pinterest can be a part of our big three stack”. 

• Extending the Shelf Life of Ad Creative To 60+ Days: By using Total Impact modeling with the Creative Cockpit, Wyatt and his team have been able to drastically extend the value they get out of the creative assets they invest in. “We use Creative Cockpit to help us unlock a really specific strategy, when it comes to how we can increase our ad shelf life,” Wyatt said. “Recently, we took two content creators’ videos that were already getting a lot of traction organically, we edited them for ad placements, and scaled them to the moon - to a point where we created this sort of artificial virality. I think we did like 50 million views collectively across these couple of videos, and we were basically able to iterate and take what would've been one piece of content that would last 7 to 10 days for a normal brand, and turn that into 40 to 50 pieces of content that lasted 60 days for us. All because we were able to analyze where these ads were going, who the right target demos were, where the efficiency was in the video itself, and how we could scale them. And a lot of that was based off of our analysis from the creative cockpit.”