Data-Fueled Transformation: A Leading Haircare Brand's Journey to Retail Dominance with fusepoint

This multi-channel marketing case study highlights how fusepoint helped a national haircare brand transform its omnichannel marketing strategy by shifting from channel-by-channel attribution to a unified, multi-channel measurement approach. The brand previously evaluated direct-to-consumer sales, retail revenue, and Amazon performance as separate business units, each with its own KPIs, reporting methods, and decision-making frameworks.

This siloed structure made it nearly impossible to understand the real cross-channel impact of marketing efforts. Paid social campaigns were measured only on DTC revenue. Retail sales were evaluated only through retailer POS data. Amazon advertising was viewed independently.

But the reality was far more interconnected. A digital campaign designed to drive DTC traffic was also influencing Amazon conversions. A paid social push was generating retail foot traffic. A product launch that gained traction online was boosting in-store discovery. None of this halo effect was visible through traditional cross-channel marketing attribution models.

fusepoint’s strategy centered on identifying, measuring, and proving the true multi-channel contribution of each marketing investment, ultimately helping the brand restructure its spend to maximize total business growth rather than individual channel efficiency.

To solve the brand’s core challenge, fusepoint developed a tailored multi-channel measurement system grounded in incrementality, marketing mix modeling, and strategic consulting. This approach revealed how digital advertising influenced performance across every sales channel, not just the one being measured.

Key components of the solution included:

1. Multi-Channel Incrementality Testing

We used incrementality experiments to quantify how DTC-focused digital ads affected:

• Retail sales
• Amazon conversions
• Cross-channel search demand
• Overall brand engagement

Traditional analytics tools miss this, because they rely on click-based attribution. Incrementality testing delivered a true “what actually happened?” view.

2. A Unified Multi-Channel Measurement Framework

Instead of measuring performance through individual dashboards, fusepoint implemented a total-business framework that integrated:

• DTC revenue
• Retail POS data
• Amazon marketplace sales
• Media spend across all channels
• Customer behavior across platforms

This allowed leadership to understand total marketing ROI, not just channel-specific returns.

3. Strategic Consulting to Redefine Budget Allocation

Once the brand saw that its DTC campaigns were driving a measurable halo effect on retail, fusepoint helped restructure its budget to support total business profitability. This shift eliminated underinvestment in high-impact digital channels and protected crucial media dollars previously on the chopping block.

4. Long-Term Multi-Channel Strategy Development

We guided the brand through a multi-quarter roadmap focused on:

• Sustainable budget allocation
• Better multi-channel planning
• Brand-building investment
• Media efficiency across platforms

This created a repeatable, scalable model for multi-channel growth.

The transformation was significant. Using incrementality testing and unified measurement, fusepoint revealed that the brand’s digital spend, once assumed to be DTC-only, was driving a 2.87x measured halo lift on retail sales.

Key outcomes included:

• Protection of essential marketing budgets
• Reallocation of spend based on contribution, not last-click results
• Improved retail and Amazon performance without additional spend
• A connected, multi-channel long-term marketing strategy
• An attribution approach built for omnichannel brands

This case study shows how multi-channel marketing case studies can expose hidden value that brands consistently miss when relying solely on traditional attribution.

Today’s customers don’t shop in silos, and neither should your marketing strategy. Multichannel and omnichannel brands must navigate complex customer journeys that move fluidly between:

• Google Ads
• Social media platforms
• Amazon search
• Retail shelves
• Influencer content
• Email marketing
• SMS promotions
• Brand websites

Trying to measure each touchpoint separately creates blind spots. Our experience auditing 1,000’s of omnichannel brands consistently reveals the same issues:

1. Brands Overvalue Direct-Response Channels

Click-based models favor bottom-of-funnel tactics such as:

• Retargeting
• Brand search
• Affiliate traffic

But these channels capture existing demand, they don’t create new customers.

2. Brand-Building Efforts Get Undervalued

Upper-funnel initiatives such as social media campaigns, influencer partnerships, video marketing, and awareness pushes drive long-term brand equity. But they rarely get proper credit.

3. Businesses Miss the Halo Effect

A customer may see an Instagram ad, then purchase through Amazon. Or discover a product in retail, then subscribe via DTC. Without multi-channel attribution, these paths appear unrelated.

4. Marketing Spend Gets Misallocated

When attribution focuses only on last-click or single-channel results, brands cut the very channels that are driving total business growth.

Multi-channel marketing case studies like this one show that a unified measurement approach is essential for identifying hidden value and making smarter financial decisions.

To successfully manage an omnichannel or multichannel marketing strategy, leadership should ask:

• How does media spend in one channel influence sales in another?
• Are we evaluating our marketing based on total revenue or just individual channel KPIs?
• Do we understand the incremental lift our campaigns generate across every platform?
• Are we underinvesting in channels that build awareness?
• Does our attribution model capture customer behavior across multiple channels and devices?
• Are our marketing decisions aligned with total business profit, not siloed ROI?

Most brands don’t have this level of visibility, which is why multi-channel marketing case studies are so valuable

fusepoint partners with omnichannel brands to build data-driven, multi-channel marketing strategies using:

✔ Marketing Mix Modeling

To quantify the contribution of every marketing channel (including offline).

✔ Incrementality Experiments

To validate causality and uncover halo effects across retail, Amazon, and DTC.

✔ Data Intelligence & Analytics

To build dashboards and models that reflect total business performance.

✔ Strategic Consulting

To guide budget allocation, scale planning, and long-term media strategy.

✔ Multi-Channel Optimization

To improve efficiency and scale growth across the entire ecosystem.

This combination ensures brands make decisions rooted in contribution—not last-click—and build long-term revenue growth across multiple platforms.

Multi-Channel Success Comes From Unified Measurement

This multi-channel marketing case study demonstrates one clear truth:
If you measure channels separately, you will make the wrong decisions.

Brands that thrive treat DTC, Amazon, and retail as one interconnected ecosystem, and they measure marketing effectiveness accordingly.

If you want help building a multi-channel strategy powered by real data instead of guesswork, fusepoint can guide you through the process.