bonprix Germany Achieves a 30% ROI Through Meridian Optimization
In brief
How do you measure the true success of your marketing channels across online and offline boundaries? The European fashion brand bonprix faced this very question. Together with e-dialog, the team implemented Google’s cutting-edge open-source MMM, “Meridian.” The result provides clear facts rather than gut feelings: By eliminating blind spots and leveraging an accurate data foundation, bonprix sustainably optimized its campaign performance. This led to a 6.8% increase in revenue and boosted the ROI by an impressive 30%.
Challenge
bonprix Germany faced the challenge of accurately measuring the actual value of its online and offline marketing efforts. Existing attribution models overestimated performance in the lower funnel and ignored effects in the upper funnel. In addition, earlier marketing mix models (MMMs) lacked the necessary level of detail to provide concrete recommendations for action.
Meridian has helped us reduce remaining blind spots. The model gives us a more consistent and comparable view of ROI across all channels. It confirmed existing hypotheses while also highlighting uncertainties and untapped potential. For us, this was a crucial step toward strengthening our decision-making process.
Measures
To implement Meridian as a marketing mix model, bonprix partnered with the certified expert e-dialog. Meridian’s open-source Bayesian approach enabled bonprix to integrate existing knowledge, customize the model, and precisely measure channel efficiency. The team also used the integrated budget optimization feature to analyze various scenarios.
e-dialog is a certified Meridian partner with years of MMM experience. Its services cover the entire end-to-end setup as well as modeling. In addition, the digital agency provides support through incremental testing and strategic marketing consulting.
Results
After data cleaning and the configuration of Bayesian priors and control variables, three years of marketing data from over 40 channels were consolidated into 13 variables. This Meridian MMM successfully accounted for 88% of revenue. By accurately depicting ROIs and saturation curves, the model enabled media optimizations that resulted in a 6.8% increase in incremental revenue and a 30% increase in ROI. Going forward, bonprix will continue to use Google’s Meridian-MMM for ongoing model calculations and strategic media planning.
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