Hanover improves attribution, ROI

Share this content:

Multichannel merchant Hanover Direct Inc. has seen an increase in the return on its marketing investment through a better understanding of how all paid channels influence online sales.

Hanover used to assign credit for sales to the last link that a visitor to its various e-commerce Web sites clicked on before making a purchase. Hanover's multichannel brands include Domestications, The Company Store, Company Kids, Encore, Silhouettes, International Male, Undergear, and Scandia Down.

Since Hanover began using new attribution management reports from Coremetrics, however, the retailer has been able to see how its paid channels, such as paid keywords and comparison shopping engines, are influencing customers' buying decisions. This allows it to allocate its marketing spend for better ROI. Coremetrics marketing attribution reports can track clickthroughs other than the last one before the sale.

Coremetrics' analysis revealed that paid marketing is driving Hanover's first site visits and that following visits are converted from trademark campaigns, natural search or e-mail.

"The new logic provides keyword-level reporting on 33 percent more sales than I could account for using last-click attribution--that helps me to bid smarter at every step in the selling process and actively pursue those high-growth opportunities which had previously appeared too costly," said Matthew Hamilton Bailey, Internet marketing analyst at Hanover, in a statement.

Hanover, Weehawken, NJ, is also leveraging Coremetrics, San Mateo, CA, to help with catalog matchback. The matchback effort enables Hanover to distinguish online sales that are attributable to one of the company's catalogs. These reports identified significant levels of demand in other channels previously attributed solely to customers already receiving catalogs.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here