Case Study
Data-Fueled Transformation: A Leading Haircare Brand's Journey to Retail Dominance with fusepoint
Results
2.87x
measured halo lift on retail with fusepoint
Services
Data Intelligence
Strategic Consulting
Table of contents
Starting point
Understanding the true impact of marketing investments is critical to sustained growth. fusepoint partnered with a leading hair care brand to challenge conventional attribution models and redefine performance measurement. By deploying advanced data methodologies, we exposed the hidden impact of digital advertising on retail and Amazon sales, demonstrating that media dollars once seen as DTC-exclusive were, in fact, key drivers of broader revenue. We also helped shift the brand’s perspective from viewing channels in silos to seeing them as one interconnected ecosystem. This holistic view enabled the team to protect essential media budgets, optimize spending, and drive unparalleled retail growth, reinforcing the power of strategic data intelligence.
Solution
Data Intelligence
Unmasking Hidden Value Through Incrementality Testing
Traditional attribution models often overlook the ripple effects of paid media beyond the channel it directly serves. fusepoint implemented a comprehensive incrementality testing framework to isolate the true influence of digital advertising on retail and Amazon sales. By systematically measuring lift across all sales channels, fusepoint provided a clear and quantifiable view of marketing ROI—proving that what was once classified as “DTC spend” was, in reality, a primary growth driver for retail and Amazon.
Strategic Consulting
Redefining Budget Allocation for Maximum Impact
Armed with empirical data, fusepoint guided the hair care brand in restructuring its media investment strategy. Instead of reducing DTC media spend due to surface-level attribution concerns, the brand reallocated budgets based on actual revenue contribution across all channels. This shift not only protected critical advertising dollars but also maximized marketing efficiency, leading to a 2.87x measured halo lift—a game-changer for long-term holistic brand growth.
Business Impact
2.87x
measured halo lift on retail with fusepoint
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Inside This Case Study: Breaking Down Silos in Multi-Channel Marketing
In this multi-channel marketing case study, we explain how we helped a leading haircare brand overcome siloed thinking across its business, connecting digital marketing efforts to total business performance.
The brand had been evaluating direct-to-consumer (DTC), retail, and Amazon channels separately. This fragmented approach made it difficult to understand how advertising investments in one area were influencing sales in others.
Our solution focused on:
- Identifying how digital advertising for DTC influenced retail and Amazon performance
- Building a unified measurement framework to view the entire business holistically
- Helping the brand optimize marketing decisions based on total business profitability, not just individual channels
By applying a unified measurement framework, the brand gained a clearer understanding of how its marketing efforts worked together across sectors and platforms, unlocking new opportunities to drive growth and improve ROI.
Why Multi-Channel Measurement Is Essential for Omnichannel Brands
Many brands struggle with viewing each channel in isolation—treating DTC, retail, and Amazon as separate businesses instead of parts of the same connected strategy. This siloed thinking limits visibility into true marketing effectiveness and risks missing growth opportunities.
Common questions brands face include:
- How does advertising in one channel impact sales in others?
- Are we missing hidden value by only measuring DTC or Amazon results in isolation?
- How can we align our marketing strategy with total business goals, not just channel-specific KPIs?
We help brands solve these challenges by delivering measurement approaches that break down silos. Our methods include:
- Marketing mix modeling paired with incrementality experiments to show the cross-channel impact of marketing investments
- Data-backed financial modeling to optimize overall business performance, not just isolated channels
- Clear reporting to help brands connect DTC, retail, and Amazon into a single, integrated strategy
In today’s marketplace, multi-channel success isn’t about managing separate lines of business—it’s about understanding how every channel works together to drive total business growth.