The Challenge

home24, a leading e-commerce platform for home and living, wanted to measure the true effectiveness of its marketing mix across seven different countries. Through a Meridian project, the company looked for a reliable way to strategically allocate budgets across both online and offline media.

The goal was to find the optimal sweet spot for marketing spend to ensure the best possible outcome for the business across all different markets individually.

The Approach

home24 developed a Meridian model with Digitl using three years of data. The project followed a phased rollout, starting with the core markets Germany, Austria, and Switzerland, before expanding to the remaining four countries.

To build robustness, the model included seasonal peaks, discounts, and vouchers as key inputs alongside the "profitable revenue" key performance indicators (KPIs).
This setup provided accurate results and optimization scenarios.

Partnering with Digitl: For the implementation, home24 partnered with Digitl, an independent marketing technology provider specializing in digital analytics, ad technology, data science, and marketing intelligence.

The Results

The MMM Meridian project gave home24 a transparent view of German marketing performance, explaining 83% of the KPIs and validating channel return on investment (ROI). A key finding was that YouTube is a high-impact driver in Germany, with an optimized budget allocation offering a 10% potential increase in profitable revenue. Hence, home24 will increase its Google Display media budget to steer its investment and maintain an efficient marketing balance.

“We’ve successfully identified a way to continuously balance our marketing spend for our core markets. Meridian helps us understand the true contribution of channels like YouTube. This transparency has shed light on our budget allocation and provides a data-driven foundation to scale our marketing spends with confidence."

Dr. Sascha Vitzthum, CMO, home24