The path to purchase for Virgin Experience Days’ (VED) customers had grown increasingly complex. We needed a strategic measurement approach that focused holistically on the customer journey as a whole – rather than reporting on channel performance in silo. This would help us understand the true value of each touchpoint in generating conversions.


We realised achieving a single view of performance was vital if we were going to stop multiple channels – such as search and affiliate – getting credit for the same sale, as this was skewing VED’s understanding of their return on investment. To do this, we started with a ‘flat’ Google Analytics attribution model. We then combined statistical analysis of VED customer journeys with an audit of their digital marketing activity to create a bespoke attribution model for the brand. Our new, transparent view of performance revealed some interesting insights. We discovered that the impact of affiliate activity on sales was highly dependent on where the touchpoint occurred in the customer journey. Our new attribution model also revealed that some affiliate partners who VED thought were delivering a strong ROI were reducing the transaction value of conversions that were already highly likely to occur.


Our approach provided VED with a valuable insight into how their different channels worked together to influence purchases. We de-duplicated sales between the channels to give them a true, single view of performance. This allowed us to optimise VED’s digital marketing activity more effectively. As a result, we grew search revenue by 31% and affiliate revenue by a significant 40%. We delivered efficiencies in spend too, increasing return on investment by 7% for search and 19% for affiliate activity.