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HelloFresh delivers 10% more conversions and reduces cost per acquisition with Google Attribution
Technology Category
- Analytics & Modeling - Predictive Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Food & Beverage
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
- Predictive Replenishment
Services
- Data Science Services
The Challenge
HelloFresh, a meal kit delivery company, was looking to grow its customer base in the American and European markets. To achieve this, they needed to gain a better understanding of the entire customer journey and optimize their bids, budgets, and keywords. They wanted to evaluate all digital marketing interactions based on their actual impact on conversions and increase channel effectiveness and efficiency. The challenge was to understand the whole path, not just evaluate the final click. They needed a solution that could measure the customer journey across devices and channels, from banner advertising on price search engines to online video platforms.
About The Customer
HelloFresh is a company that delivers meal kits with carefully selected ingredients to home cooks. The concept is catching on in both the American and European markets, and HelloFresh wants to continue to grow by winning new customers. The company is headquartered in Berlin, Germany and operates in North America and Europe. They aim to gain a better understanding of the entire customer journey and evaluate all digital marketing interactions based on their actual impact on conversions. They also aim to increase channel effectiveness and efficiency.
The Solution
HelloFresh adopted Google Attribution to gain a better understanding of the entire customer journey and optimize its bids, budgets, and keywords. Google Attribution can measure the customer journey across devices and channels — from banner advertising on price search engines to online video platforms. They accomplished this without additional tagging because Google Attribution combines data from AdWords and Google Analytics. HelloFresh was able to easily switch to data-driven attribution. In contrast to a last-click model, a data-driven model uses machine learning to determine the impact of each step on the final conversion – from the first click to the last click. With Google Attribution, HelloFresh was able to implement a fully automated bidding integration with AdWords with just a few clicks.
Operational Impact
Quantitative Benefit
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