Rapid integration, immediate impact.
Discover how Lampenwelt significantly reduced marketing costs across 18 markets by implementing a unified measurement platform within a short period, setting a new standard in marketing efficiency.
The challenge
As a leading online retailer for lighting in Europe, Lampenwelt operates online shops in 18 countries. Because of the complexity of operating numerous online shops, each with a unique set of campaigns and marketing channels, Lampenwelt faced significant challenges in effectively orchestrating the multitude of marketing campaigns and assessing their respective performances across countries.
Lampenwelt’s data landscape
Fragmented Data Collection
For a long time, an overarching analysis tool was lacking, which made comprehensive data collection difficult. The attribution was only conducted via Single-touch-attribution.
Various sources – from its own data warehouse to Google Analytics and manual Excel reports – were used side by side. Having many tools doesn’t mean better data, but dealing with scattered, less trustworthy information and inefficient processes.
Incomplete Customer Journey
The fragmented approach to data collection led to an incomplete understanding of the customer journey. Without being able to grasp the customer journey fully, determining the role and impact of various channels became challenging.
Consequently, this affected the accuracy of attribution models and made it difficult for Lampenwelt to effectively assess and compare the significance of each touchpoint, leading to an inefficient allocation of its marketing budget.
Biased Reporting
The use of multiple tools at Lampenwelt created isolated and biased reports, hindering the integration of insights into cohesive actions. The siloed nature of these reports significantly impeded the development of a unified view across channels, crucially affecting the ability to compare and strategize coherently across markets.
This fragmentation directly impacted the quality of marketing decisions, undermining their ability to steer their marketing strategies across different markets effectively.
The solution
In 2022, Lampenwelt collaborated with Exactag to build a comprehensive tracking and reporting structure that was able to not only resolve these challenges but also impressed with its fast integration, enabling results to be measured and analyzed already shortly after starting the implementation process, setting a new standard in marketing efficiency across multiple markets.
The project was complex, spanning 18 countries, engaging 255 publishers, managing over 61,000 marketing campaigns, and deploying more than 15,000 creatives. It incorporated 10 provider interfaces, including three international affiliate networks with tag management, commission transmission, and cost imports.
Within just six months 18 countries were successfully integrated.
A structured and efficient rollout enabled the complete implementation of Exactag as a Single Source of Truth across all international markets within just 6 month. It allowed Lampenwelt to accurately quantify the real impact of each touchpoint and allocate their marketing resources efficiently.
Finally, Lampenwelt is able to harness the full potential of its online shops spread over 18 different countries in Europe, ensuring consistency and comparability across those countries.
Schedule a free online Discovery Call with our experts. Get to know our solution and understand how you can benefit from all the features you need in just one platform.
"With the help of Exactag, we gain a complete and comprehensive view of the performance of our shops and marketing channels. This provides valuable insights into performance marketing, enabling us to effectively and successfully steer our activities. The automation of many processes, the easy access via the user interface, and personal support allow us to efficiently evaluate our data and make adjustments quickly and agilely in the fast-paced work environment."
Three success factors
1. Project Management:
The project’s remarkable success was driven by a well-conceived and thoroughly structured plan, designed to facilitate parallel implementations across markets in a short period of time. This meticulously crafted blueprint capitalized on the extensive groundwork laid by the client, enabling the use of initial markets as templates for subsequent ones.
A clearly designated point of contact on both the client’s and Exactags side, combined with the profound expertise of Exactag’s solution engineer and integration manager, ensured a seamless and smooth execution of the project.
2. Automation:
The use of numerous APIs and automated import routines for the import of campaign data and costs ensured a streamlined process and unified data model. This automation allowed for quick, error-free access to reliable campaign data and cost information, significantly reducing manual effort for the client.
The adaptability of this automated process for subsequent countries meant that the integration could be executed swiftly, making the system operational in a shorter timeframe.
3. Activation:
Already within one month, the client was able to independently derive first strategic insights from Exactag’s self-service and easy-to-use User Interface.
This initial step enabled them to make early optimizations, saving budgets and distributing resources more efficiently.
Further depth and refinement of these insights were achieved with the guidance of Exactag’s account manager. By incorporating best practices and leveraging standard dashboards, the client could delve deeper into their data analysis, enhancing their understanding and application of the insights gathered.
By implementing automation to directly feed their results into bidding algorithms, the client is now able to execute their campaigns more efficient without any manual work.
Project Organisation
The project’s remarkable success was driven by a well-conceived and thoroughly structured plan, designed to facilitate parallel implementations across markets in a short period of time. This meticulously crafted blueprint capitalized on the extensive groundwork laid by the client, enabling the use of initial markets as templates for subsequent ones.
A clearly designated point of contact on both the client’s and Exactags side, combined with the profound expertise of Exactag’s solution engineer and integration manager, ensured a seamless and smooth execution of the project.
Automation
The use of numerous APIs and automated import routines for the import of campaign data and costs ensured a streamlined process and unified data model. This automation allowed for quick, error-free access to reliable campaign data and cost information, significantly reducing manual effort for the client. The adaptability of this automated process for subsequent countries meant that the integration could be executed swiftly, making the system operational in a shorter timeframe.
Activation
Already within one month, the client was able to independently derive first strategic insights from Exactag’s self-service and easy-to-use User Interface.
This initial step enabled them to make early optimizations, saving budgets and distributing resources more efficiently.
Further depth and refinement of these insights were achieved with the guidance of Exactag’s account manager. By incorporating best practices and leveraging standard dashboards, the client could delve deeper into their data analysis, enhancing their understanding and application of the insights gathered.
By implementing automation to directly feed their results into bidding algorithms, the client is now able to execute their campaigns more efficient without any manual work.
The results
The rollout of Exactag’s advanced platform was not only remarkably rapid but also started showing significant outcomes for Lampenwelt almost immediately, just one month after beginning the onboarding process:
For the first time, the company could map out the entire customer journey and conduct an overarching evaluation of all marketing channels, publishers, and advertising activities based on the new data-driven attribution.
This new level of insight revealed significant discrepancies in the previous evaluation of Lampenwelt’s marketing touchpoints. Armed with a more accurate and realistic understanding of its marketing performance, Lampenwelt was able to adjust its marketing strategy promptly, leading to a substantial reduction in costs across all markets and allowing for an effective shift of resources to more effective channels.
Affiliate
The touchpoints in affiliate marketing within the customer journey were overvalued in the old evaluation, and the previously assumed ROAS did not match reality, allowing for a significant reduction in affiliate marketing costs.
SEA
SEA budgets were also reduced as campaigns could be identified as overvalued in the previous view using Exactag data.
Google Ads
By implementing the “Attribution Push” module, Lampenwelt’s attribution results are fed automatically into Google’s bidding algorithm, driving more effective campaigns and removing the need for manual intervention.
The profound impact of Exactag’s performance measurement platform on Lampenwelt’s marketing success underscores the transformative potential of integrating a sophisticated Single Source of Truth in today’s complex digital marketing environment.
About Lampenwelt
Founded in 1999, Lampenwelt is today the largest mail order company for lighting in Europe, with over 500 employees, online shops in over 20 countries, more than 50,000 products, and over 1.2 million items available for delivery. The online shops offer products from over 400 renowned brands. Lampenwelt places a special focus on customer satisfaction and loyalty, which has been repeatedly confirmed, for example, with awards from Focus Money (“outstanding” customer loyalty) and Handelsblatt (No. 1 online retailer for lighting).
