How INDOCHINO Leveraged Rockerbox MMM and MTA to Increase Marketing Performance

INDOCHINO, a made-to-measure formal wear company, faced challenges in measuring the impact of its marketing efforts due to its hybrid retail and online business model. By implementing learnings from Rockerbox’s MMM and MTA solutions, INDOCHINO achieved a 31% decrease in CPA, and a 38% increase in ROAS. This case study explores the challenges, solutions, and results of this successful partnership.

Introduction

About INOCHINO: INDOCHINO is a unique made-to-measure formal wear company with both retail showrooms and an online presence. This hybrid model poses significant challenges for comprehensive measurement of marketing effectiveness.

The Challenge: INDOCHINO needed a robust and automated measurement strategy to bridge the gap between online lead generation and offline retail sales. Their existing internal model, developed in 2017, was labor-intensive and only provided high-level insights on a monthly basis.

INDOCHINO’s in-house model (visualized below) required hours of internal time and maintenance, which ultimately led the team to explore third party solutions like Rockerbox to obtain a more agile, scalable system for measurement. 

The Objectives

When INDOCHINO came to Rockerbox, they were looking to:

• Develop a comprehensive measurement strategy for both online and offline channels.
• Improve granularity in tracking marketing effectiveness.
• Drive Improved business performance and efficiency

The Solution

Implementation: INDOCHINO chose Rockerbox for its ability to track their complex conversion funnel including both online and offline orders and its dual focus on MTA (Multi-Touch Attribution) and MMM (Marketing Mix Modeling). Rockerbox’s solution was able to replace INDOCHINO’s previous in-house model that was difficult to maintain and lacked needed insights. This unlocked the ability for the INDOCHINO team to focus their efforts on leveraging the data for marketing decisions vs maintaining it. 

The Execution

Step-by-Step Process:

1. Onboarding: INDOCHINO completed Rockerbox onboarding for both MTA and MMM, ensuring Rockerbox was capturing all necessary data types for each measurement methodology
2. Training and Support: Training sessions with Rockerbox’s team ensured INDOCHINO’s team was proficient in using the platform based on their specific questions and primary use cases.
3. Operationalizing MTA and MMM: Rockerbox’s MTA provided daily and weekly optimizations leveraging de-duplicated performance data, while MMM offered a holistic, quarterly view of channel and tactic ROI.

The Results

INDOCHINO’s Results with MMM: 

• Channel impact across retail and ecomm: Rockerbox’s MMM uncovered differences in channel impact and efficiency across ecommerce and retail, unlocking INDOCHINO’s ability to understand the impact of their paid media on retail revenue 
• Deeper understanding of impact of promos of driving business: Confirmed promotion types that are most impactful across both ecommerce and retail, enabling their team to make more confident decisions around promotion type and timing 
• Confirming ROI of hard to measure channels: Provided clarity on the ROI of specific channels where INDOCHINO previously had question marks, driving confidence in increasing spend in channels like Performance Max. 

INDOCHINO’s Results with MTA: 

• Improved Granularity: INDOCHINO now tracks marketing effectiveness down to specific tactics, campaigns, and creatives for granular decision making
• Identifying weekly optimizations: INDOCHINO leverages Rockerbox’s MTA for daily and weekly optimizations, driving efficiency within each channel to drive improved blended CPA and ROAS 
• Data consolidation: INDOCHINO was able to move away from a legacy in-house model that was cumbersome to maintain, and has a full picture of marketing touchpoints, spend, and conversion data in central location 

Quantitative Metrics:

• Blended CPA: Decreased by 31%.
• Blended ROAS: Increased by 38%.

The Conclusion

Summary of Success: INDOCHINO’s partnership with Rockerbox transformed their measurement strategy, providing both granular insights for weekly decision making and a broader assessment of channel and tactic ROI to be leveraged in budgeting and forecasting. Their success with Rockerbox underscores the value of using multiple measurement methodologies to drive the most informed marketing decisions. 

Future Plans: INDOCHINO plans to continue leveraging Rockerbox’s insights to refine their marketing strategies further and explore new opportunities for optimization.