People-centric advertising, made smarter
Using mParticle as the data foundation for its media attribution analytics, Gilt increased ad efficiency by 20%
Gilt, which began as a web-based flash sale site in 2007, decided to shift its focus towards personalized luxury. On finding that 60% of their sales could be traced back to mobile, they realized they needed to personalize their marketing efforts through this very important channel, while maximizing its efficiency.
The Gilt marketing team was charged not only with acquiring customers, but acquiring the right sort of customers—high value, loyal ones. However, they struggled to find the right attribution methodologies, with different attribution vendors leapfrogging one another in data quality and sophistication. Meanwhile, they also needed to link financial measures to acquisition metrics—which were housed outside of those attribution vendors—to create a complete understanding of acquired customers’ value according to media partner and channel.
mParticle enabled Gilt to collect and integrate their customer data with minimal engineering work. With this consolidated view, the team was able to test different attribution vendors until they found the right one to fit their business needs.
By linking data from internal warehouses and CRM systems with the attribution vendors’ records, the team was also able to identify the highest-density sources of high-value customers and invest more behind those partners with confidence and ease.
mParticle provides my team with the ability to move nimbly in what is typically an extremely difficult space to put infrastructure in place.
Alexandra Press Maguire
Digital Marketing Director, Gilt
Using mParticle, Gilt was able to improve its media optimization strategy, as well as its overall data ops agility, Gilt’s advertising programs increased in efficiency by 20%.
Latest from mParticle
Data is a team sport: Q4 feature announcements
Bad news for the rogue product manager, the lone wolf data scientist, the intransigent head of infosec, and the obstinate engineering manager: Data is a team sport. Learn about the forthcoming releases designed to help your whole team do more with more of your data.
Power your audio and video engagement analytics with mParticle's Media SDK
Today, mParticle is announcing the release of Media SDK—a single solution to track all your media data collection needs across platforms with a quick and easy setup. With Media SDK, you get a unified media session API that maps to leading client-side media analytics services, a single data source for all your content engagement data, and compatibility with all major media players.
mParticle's Open House
You're invited to our Open House in San Francisco! Connect with other tech leaders over margaritas and tacos, learn about mParticle's latest product features, and hear from one of our beloved customers.