The client, an electronics and electrical equipment company in the US, is one of the largest printer manufacturing companies worldwide. With more than a billion dollars in revenue from the US, the client manufactures consumer/industrial machinery and accessories.
The client was running paid and organic digital marketing campaigns on various media channels, including Google Ads, Facebook, Instagram, LinkedIn, Email, Pinterest, and YouTube. Nabler was already working with the client to measure its online advertising effectiveness.
In addition to this, the client wanted to understand interaction effect: How the paid channels, owned channels, and website engagement, interacted with each other in driving the consumer purchase.
The above graph represents the interaction effect between the different variables for one of the six product categories. The above structure was learned for the category. Some of the interactions which are evident from the graph are:
Although display spending didn’t have a direct impact on the revenue, it affected other nodes which in turn contributed to driving the overall revenue. It was also evident that external factors like Covid-19 cases affected the organic visitors, and pricing and promotions on products also directly affected the overall revenue.
E.g., The below graph shows how the effect of reducing spend on Social Media Ads propagates through the entire network, affecting all the connected nodes.