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Joe Keenan
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In addition to product differentiation, Brookstone prides itself on having an attribution model that helps it get "the best bang for its marketing buck." As an omnichannel retailer — Brookstone sells its products via brick-and-mortar stores, an e-commerce site and catalogs — knowing which marketing vehicle (e.g., email, search, catalog) is responsible for a sale in any channel is critical to the brand's success. Using a statistical model it developed in-house, Brookstone leverages fractional allocation to attribute credit to orders. While far from perfect, the attribution model has helped Brookstone make better marketing decisions.
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- Companies:
- Brookstone, Inc.
- People:
- Jim Speltz
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