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Lumen Retail · Retail
Measurement rebuild unlocked confident Q4 spend
Attribution and incrementality redesign ahead of a high-stakes holiday window.
Challenge
Platform ROAS and finance revenue disagreed. Leadership hesitated to increase spend into peak.
+22%
ROAS
Approach
- Reconciled platform conversion events with order data
- Ran geo-holdout tests on prospecting
- Created a shared weekly decision scorecard for media and finance
Results
- Blended ROAS +22% vs prior holiday period
- Spend increased with pre-agreed efficiency floors
- Finance and marketing aligned on weekly readouts
Next step