Bonobos Gains Attribution Insights, Shifts Budget To Drive New Customers With Convertro

By implementing Convertro, Bonobos was able to:

  • Create a custom attribution model that accounts for the efficacy of and interaction between its marketing channels for new, return and Guideshop customers
  • Determine that Facebook advertising introduces the brand to more new customers than display advertising
  • Better allocate budget to performing sources such as Facebook

About Bonobos
Bonobos is an apparel brand renowned for exceptional fit, fun style and great customer experience. The apparel brand features innovative cuts and designs to accommodate the body of real men for a more tailored profile that fits better. In addition to great style, Bonobos makes shopping an easy and hassle-free experience with free returns and college-educated customer service ninjas. In 2011, Bonobos extended offline, launching Bonobos Guideshops, e-commerce showrooms that deliver personalized, one-to-one service to those wanting to experience the brand in-person. In 2012, Bonobos expanded its distribution by partnering with Nordstrom to bring Bonobos apparel into select stores nationwide and to Nordstrom.com.

Problem
The growth of Bonobos has spurred an increase in the size and complexity of its marketing channels. To address the expansion and nuances, Bonobos sought out a tool to better track the efficacy of and interaction between its marketing channels. Previously, Bonobos relied on last-click attribution tools that did not have visibility into the path to conversion, including first touch or view touches. To improve channel performance, Bonobos wanted access to data to know which channels introduce new customers to the brand, which channels drive return customers to purchase, and how Guideshops, the apparel brand’s e-commerce showrooms, fit into the attribution picture.

Solution
Bonobos implemented Convertro to access path-to-conversion data, develop a custom attribution model and answer key questions that inform marketing decisions. Convertro’s ability to track each touchpoint in a customer’s path to conversion helped Bonobos quantify the behavior differences between new, return and Guideshop customers and arrive at a unique attribution model for each.

With new customers, Bonobos focuses on how they hear about the brand, which was determined to be best accounted for in the first touch (view or click) in the path to conversion. Convertro data determined that 75 percent of new transactions occur within the first three days.

With return customers, Bonobos looks at which channel drove the conversion, which was determined to be best accounted for in the first touch (view or click) within the first three days and the last touch (view or click) after three days. Fifty percent of repeat transactions occur within the first three days and more than 40 percent happen after one week, according to Convertro data.

Bonobos also used Convertro data to determine that Guideshop transactions, which cannot be accurately tracked online, should be excluded from online attribution data and counted separately in order to not skew the online attribution results.
After applying the custom model to Convertro’s robust data set, Bonobos saw a lift in Facebook as a channel that introduces new customers to the brand and a dip in display transactions as a channel that introduces new customers to the brand. This finding informed Bonobos’ decision to pull back marketing spend in display and invest in Facebook. Additionally, access to Convertro data has made Bonobos comfortable testing new, pricier and upper-funnel channels, such as video.

"Convertro’s cross-channel attribution capabilities helped us understand the efficacy of and interaction between marketing channels. With Convertro, Bonobos has access to the information needed to evaluate and inform new and existing marketing initiatives."
Jason Bornstein, Marketing manager, Bonobos