Company Overview
Away, a leading lifestyle brand specializing in travel products, has built its reputation on thoughtful design and innovation. Behind the scenes, the company applies the same thoughtful approach to its marketing strategy. Managing campaigns across channels like Meta, TikTok, TV, and streaming, Away needed a more sophisticated way to analyze performance and optimize spend.
Six months into its partnership with Rockerbox, Away has seen transformative results by centralizing its data and implementing Multi-Touch Attribution (MTA).
This case study has been adapted from our recent webinar. To hear Julia Noble, Director of Data Analytics at Away, tell their story in more depth, grab the replay here.
Challenges
- Fragmented Data Sources: Away’s marketing data spanned multiple platforms, creating a challenge in building a consistent and reliable dataset for decision-making.
- Upper-Funnel Blind Spots: Channels like TV and streaming lacked visibility in traditional attribution models, making it difficult to measure their impact.
- Data Inconsistencies: Over time, shifts in campaign naming conventions and UTM parameters led to discrepancies in the data, requiring manual effort to normalize.
- Limited Granular Insights: Away’s existing last-click attribution and platform-level reporting couldn’t capture the nuanced interaction between channels and touchpoints.
“We had strong platform-reported metrics and last-click models, but there was no bridge between them,” shared Julia Noble, Director of Data Analytics at Away. “We needed something that could show us the full picture.”
The Rockerbox Solution
To address these challenges, Away turned to Rockerbox for a measurement approach that included centralized data management, advanced attribution modeling, and seamless integrations with existing tools.
1. Centralized Data Foundation
Rockerbox consolidated Away’s marketing data into a single, clean source of truth.
- Data from Meta, TikTok, CRM systems, and more were unified and standardized.
- The dataset was designed for seamless integration into Away’s BI tool, Looker.
“Rockerbox provided the cleanest dataset we’ve ever worked with. We could plug it into Looker immediately and start analyzing,” said Julia.
2. Multi-Touch Attribution (MTA)
Away leveraged Rockerbox’s MTA to understand how upper-funnel channels contributed to overall performance.
- The model tracked paths to conversion, capturing interactions between upper- and lower-funnel activities.
- Custom integrations brought in offline data, like direct mail, for a more comprehensive view.
“MTA gave us insights we never had before,” Julia explained. “We could finally see how TV and streaming interacted with our digital efforts, which was a huge unlock for optimizing spend.”
3. Complementary Methodologies
Rockerbox worked alongside Away’s existing tools, including MMM and platform-level analytics, enabling a holistic view of performance.
- Dashboards compared ROI across multiple models (last-click, MTA, MMM, and platform-reported).
- Discrepancies between models were flagged for investigation, enabling proactive troubleshooting.
“When our Rockerbox ROI diverged from other models, we used the data to dig deeper,” Julia shared. “It turned into a learning moment for our team to refine our approach.”
Results
- Enhanced Channel Optimization
- Rockerbox revealed how upper-funnel efforts like TV and streaming contributed to conversions, leading to more effective budget allocation.
- Julia noted, “We’re able to make decisions with confidence, knowing we’re basing them on the full customer journey.”
- Consistent and Clean Data
- Rockerbox’s automation tools helped Away normalize campaign data and avoid discrepancies in UTM tracking and categorization.
- “It’s a relief to know our data is clean and consistent,” Julia added. “We no longer worry about missing pieces.”
- Seamless Collaboration Across Teams
- The Rockerbox dataset integrated effortlessly with Looker, enabling teams across the organization to access insights.
- “Having dashboards that combine Rockerbox and Looker has brought our marketing and analytics teams closer together,” Julia said. “Everyone’s working from the same playbook.”
- Faster and More Informed Decisions
- Real-time insights enabled Away to quickly identify and address anomalies, such as unexpected drops in MTA ROI.
- “Rockerbox helps us catch and resolve issues faster than ever,” Julia shared.
Key Quotes
- On Upper-Funnel Insights: “Streaming and TV campaigns used to be a black box for us. Now, with Rockerbox, we can measure their impact and understand how they complement our digital efforts.” – Julia Noble
- On Data Centralization: “We’ve consolidated our web, order, and marketing data into one dataset, and Rockerbox seamlessly integrates with it. It’s made our analysis far more efficient.” – Julia Noble
- On Attribution Models: “Comparing MTA, MMM, and last-click side by side has been a game-changer. It gives us a more holistic perspective on performance and flags potential issues early.” – Julia Noble
Final Thoughts
Rockerbox has empowered Away to break down silos, refine its marketing strategies, and gain deeper insights into customer behavior. The partnership highlights the power of measurement in turning complex datasets into actionable intelligence.
“If I had to summarize the Rockerbox experience in one word, it’s ‘clarity,’” Julia said. “We finally have the tools to see our marketing performance clearly and act decisively.”
Are you ready to unlock the power of unified measurement for your brand? Schedule a demo today.