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

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.

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.