Case Study: Grand Seiko’s Success with Stiddle - Reducing Over-Attribution By $137,091

Attributing conversions accurately is one of the biggest challenges in digital advertising, especially for luxury brands with complex customer journeys. Traditional platforms like Google and Facebook often rely on rigid attribution models, which fail to account for nuanced buyer behaviors and longer sales cycles.

Grand Seiko, a premium watchmaker, overcame these challenges using Stiddle IRIS and its preferred attribution model, Seeker AI. By leveraging this AI-enhanced linear attribution model, Grand Seiko gained clarity into their marketing performance, accurately distributed credit across customer touchpoints, and accounted for previously untracked conversions.

Case Study: Grand Seiko’s Success with Stiddle IRIS and Seeker AI

The Problem: Inaccurate and Incomplete Attribution

Grand Seiko’s customer base includes discerning buyers who take weeks or months to decide on high-ticket purchases. However, the attribution methods provided by Google and Facebook had significant limitations:

1. Last-Click and First-Click Bias: These models either over-credited the final or initial interaction, ignoring the contributions of other touchpoints.
2. Limited Lookback Windows: Google (90 days) and Facebook (28 days) missed sales influenced by earlier campaigns.
3. Untracked Conversions: Ad platforms relied on modeled data to estimate conversions that fell outside their tracking capabilities, introducing inaccuracies.

The result? Inflated ROAS metrics, misallocated budgets, and undervalued campaigns.

The Solution: Stiddle IRIS and Seeker AI Attribution

Grand Seiko adopted Stiddle IRIS with its cutting-edge attribution model, Seeker AI, to transform their marketing performance tracking.

How Seeker AI Works:

1. Dynamic Credit Allocation: Unlike static models, Seeker AI adjusts credit to touchpoints based on their actual influence on the customer journey.
2. Intent-Based Analysis: Seeker AI evaluates interactions not just by timing but by intent and performance, ensuring meaningful touchpoints are rewarded.
3. Untracked Conversions: The model intelligently estimates and includes untracked conversions using historical data and patterns, bridging gaps that traditional methods miss.
4. Better Linear Attribution: Seeker AI improves upon linear attribution by dynamically weighting touchpoints, ensuring contributions reflect their true value.

Key Results for Grand Seiko

“It’s a really cool platform, we’ve definitely got our monies worth and more.” - Parker, Paid Media for Grand Seiko at Good & Gold

The AI Advantage with Seeker AI

1. Credit Where It’s Due: Early-stage campaigns, often overlooked by last-click models, were shown to play a critical role in influencing sales.
2. Accurate Revenue Attribution: Seeker AI tracked revenue directly to the correct campaigns, reducing over-attribution by $137,091.
3. Untracked Sales Insights: By identifying and accounting for untracked conversions, Seeker AI gave Grand Seiko a more complete picture of their campaign impact.

Extended Lookback Windows for Luxury Brands

For high-ticket items like Grand Seiko’s watches, customer journeys often extend far beyond typical attribution windows. Google’s 90-day and Facebook’s 28-day limits often miss the mark, relying on modeled data to fill gaps.

Stiddle IRIS and its 3-year lookback window changed the game for Grand Seiko by:

1. Capturing Long-Term Value: Sales that occurred months after initial interactions were correctly attributed to the campaigns that influenced them.
2. Eliminating Modeled Data: Stiddle’s real-time tracking replaced inaccurate models with actual data, improving decision-making.
3. Uncovering Customer Journey Insights: Extended tracking revealed the importance of early-stage campaigns in nurturing prospects through a long decision cycle.

‍

Why Seeker AI is the Future of Attribution

1. Dynamic Adjustments: Seeker AI uses AI-driven learning to adapt credit allocation in real time, based on campaign data and customer behavior.
2. Intent-Focused Attribution: Touchpoints are evaluated for their actual contribution to sales, ensuring campaigns are judged on their merit, not timing.
3. Smarter Data Utilization: Seeker AI bridges gaps in tracking, giving brands a clearer, more actionable view of their performance.
4. Brand-Specific Optimization: Models are tailored to each brand’s unique data, ensuring that results align with real-world outcomes.

Key Actions to Take with Stiddle and Seeker AI

Monitor These KPIs:

1. True ROAS: Reflects the actual value of campaigns when all touchpoints are considered.
2. Incremental Revenue: Tracks how much revenue is tied to campaigns over longer lookback windows.
3. Touchpoint Performance: Evaluates the contribution of each interaction in the customer journey.
4. Customer Lifetime Value (LTV): Measures the total value of high-ticket customers over time.

Implement These Strategies:

1. Reallocate Budget: Invest more in campaigns identified as key drivers of long-term revenue.
2. Optimize Multi-Touch Campaigns: Design campaigns to engage customers at multiple stages of the journey.
3. Use Lookback Insights: Leverage extended tracking to refine strategies for high-ticket, long-cycle purchases.
4. Analyze Untracked Conversions: Use Seeker AI’s insights to identify and capitalize on previously missed opportunities.

How Stiddle IRIS and Seeker AI Drive Revenue Growth

1. Maximizes Campaign ROI: Dynamic attribution ensures no ad spend is wasted on undervalued or over-attributed campaigns.
2. Optimizes the Full Funnel: Insights into every touchpoint enable smarter, more effective marketing strategies.
3. Tracks Long-Term Value: Extended lookback windows link revenue to campaigns that traditional methods overlook.
4. Builds Confidence in Marketing Decisions: With precise data and AI-driven insights, brands like Grand Seiko can trust their numbers and scale with confidence.

Conclusion: Redefining Attribution with Stiddle IRIS

Grand Seiko’s experience with Stiddle showcases the transformative potential of accurate attribution powered by AI. By using Seeker AI and leveraging a 3-year lookback window, they optimized their campaigns, eliminated over-attribution, and gained a clear path to sustained growth.

Luxury brands—and any business with long customer journeys—can benefit from Stiddle’s cutting-edge approach to tracking and attribution.

Are you ready to unlock the full potential of your advertising campaigns? Discover how Stiddle can transform your strategy today.

‍

‍