Client Context
Represent is a British luxury fashion label founded in 2011 by brothers George and Michael Heaton.
The brand’s success can be attributed to their commitment to quality, strategic collaborations with global brands like Puma and Belstaff, and a strong online presence.
The brand has expanded its reach with stores in Los Angeles and plans for additional outlets in Manchester and London.
Exploring new ways to grow as a brand through marketing, Represent needed to move beyond attribution to understand the true incrementality of its marketing investments.
During Fall 2024 Represent decided to pilot Sellforte’s Marketing Mix Modelling platform + service.
Case Black Friday 2024
The pilot timing enabled perfect opportunity to showcase Sellforte's capabilites on one of the biggest shopping holidays of the year: Black Friday.
Utilising MMM, Represent's team got insights on:
- What is the optimal investment level for BF 2024
- What is the optimal budget split between different channels
- What are the drivers behind the increased effectiveness
1. Finding the optimal investment level with Budget Pacing
Analysing the channel ROI development in time revealed that certain channels were heavily underinvested during crucial time periods.
These spikes are caused when the media effectiveness of the channel increases while the budget is unneccessarily constrained.
Sellforte's MMM platform helps to recognise time periods when to scale the budget (and vice versa), enabling the team to maintain a stable ROI over time.
2. Finding the optimal media mix
Having utilised attribution tools earlier in allocating the budget, Represent discovered that these tools had been underattributing highly effective channels such as Meta Awareness or Advantage+.
As MMM measures the true incrementality of each channel, Represent's team understood why certain channels had been underinvested in the past, and how the budget should be split to maximise Black Friday sales.
The results underlined the severe shortcomings of click-based attribution, as ad platforms such as Meta came out +258% more effective than what Google Analytics 4 was reporting.
Channel-specific differences could be even more dramatic, especially with Top-of-the-Funnel channels.
3. Drivers behind improved results
In addition to insights into how to optimise the Black Friday 2024 activities, Sellforte's analysis also revealed the main drivers behind the recommendations.
For example Meta's channels were especially good in acquiring new customers, which made it an optimal choice when trying to scale the demand during Black Friday.
The ability to analyse the marketing performance from various points of view plays a key role in building a deeper understanding of the drivers behind your marketing effectiveness.
Sellforte has brought new clarity to how we track and allocate our marketing budget. Being able to quantify the effects of our out-of-home advertising and events has been super valuable, especially with Sellforte's Long-Term model.
Liam Shannon
Head of Marketing @ Represent