BrandAlley Case Study: Validating Models with Sellforte

London, UK – 24th June 2025 – BrandAlley, the UK’s leading members-only online destination for discounted designer fashion, beauty, and homeware, and Sellforte have published a new case study highlighting the successful validation of BrandAlley’s Marketing Mix Model (MMM) with an incrementality test.

The collaboration showcases a new gold standard in marketing measurement—combining Marketing Mix Modeling (MMM), attribution, and incrementality testing to bridge the gap between strategic insights and tactical optimisation. By integrating these complementary approaches, BrandAlley and Sellforte demonstrate how marketers can achieve both precision and practicality, without compromising on accuracy or robustness of results.

“It’s been great how the Sellforte team has been able to adapt to our business model and help us to validate the insights through the Lift Test,” said Richard Lucas, Head of Performance Marketing @ BrandAlley. “We have now a solid foundation to optimise our marketing campaigns and make decisions about the budget”

Sellforte’s platform enables pioneering retailers and eCommerce brands like BrandAlley to understand the true impact of their marketing mix across channels and continuously improve their ROI. In this joint effort, BrandAlley ran a conversion lift study to compare Sellforte’s MMM results against observed results from a controlled Ad Platform test—confirming the model’s accuracy and enabling greater confidence in scaling future investments.

The full case study, including methodology, results, and key takeaways, is available at: https://sellforte.com/cases/brandalley

About BrandAlley

Founded in 2008, BrandAlley is the UK’s premier private sales site, offering daily flash sales on designer brands across fashion, beauty, homeware, and more. With over 8 million members, the platform redefines luxury shopping by blending exclusivity, excitement, and exceptional value.

About Sellforte

Sellforte is a marketing measurement and optimization platform that helps retailers and DTC brands drive profitable growth through data. Combining MMM, geo testing, attribution analytics, and media metrics, Sellforte delivers trusted recommendations for smarter media decisions.