Spedire.com grew transactions +19% — on the same budget, in one month.

Introduction:

Spedire.com is one of the biggest shipping service in Italy, they help eCommerce to simplify their logistics by providing a platform to book and measure their shippings.

‍Problem:

The Story of Spedire.com: Doubling Ad Spend Into a Tracking Black Hole

Launching during the pandemic, Spedire.com saw a massive explosion in demand, prompting them to more than double their ad spend. They scaled aggressively, diversifying from basic Google Search into Meta, Programmatic, YouTube, and Performance Max.

But scaling budget always exposes tracking flaws. After running conversion lift tests, they hit a wall: 60% of their revenue was being attributed to “Direct” traffic.

They were caught in a classic multi-channel dilemma:

1. How do you plan next quarter’s budget when your historical ROI dashboard is essentially a guessing game?

2. How do you reallocate spend across complex digital networks to guarantee true incremental growth?

Solution:‍

The marketing team leveraged Cassandra MMM tool to build a Marketing Mix Model for the brand. 

They've been able to measure the incremental ROI of each channel and detect the channels that were wasting money.

Thanks to the MMM the marketing team detected two channels in which they were overspending by looking at its diminishing returns.

They then used the Cassandra's Budget allocator to receive a personalized media plan to maximize their ROAS and the result was a suggestion that removed some budget from Meta ads and reallocated it to google search and google video.

This new allocation increased their conversions by 18.7% in the next month.

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Impact:

In 1 one month, just by modifying the budget distribution we’ve been able to obtain:

• +19 in the number of transactions

• +42.21% in profit

• +22% in ROAS

• -7% CAC (thanks to an additional Geo-lift experiment)