Challenge: 

Operating in the engagement ring market comes with the challenges of trying to sell a high-cost product with a lengthy purchase cycle and with most sales happening offline. 77 Diamonds needed to find a long-term partner who could exhibit a deep understanding of the challenges of the business and drive them into a leading position within the market.

Approach: 

By working with 77 Diamond’s internal analysts to understand the decision-making process behind a purchase, we developed an innovative measurement solution that enabled us to optimize existing budgets and unlock new investment opportunities. We did this by building a proxy for a completed sale by weighting various micro conversions throughout the users purchase journey, based on their contribution to closing the final sale. This helped us to overcome a data scarcity challenge and unlock automated bidding channels across the digital platforms, which had previously been inaccessible to us due to the low volume of conversions. This helped us to unlock greater performance efficiency within the digital channels and build a business case for increased media investment.

Results: 

Our approach to building a deep understanding of the business and using this understanding to unlock sophistication in the platforms has helped us to generate 22% in total business growth and 12.5% growth in ROAS over the course of a 3-year partnership. 

Quote: 

“A vital arm to our marketing department…we completely trust them to oversee our performance marketing strategy.”