Case study · E-commerce
Optimizing budget across European markets to achieve a 39% ROAS increase.
A multi-country fashion brand, primarily selling online, used AD cube to improve media efficiency and grow revenue across several European markets with different consumer behaviors and competitive dynamics, during a seasonally sensitive period.
Project overview
Sector
Fashion e-commerce, multi-country.
Markets
Multiple European markets.
AD cube modules
Forecasting and Budget Optimization.
Timeframe
Under 3 months.
The decision challenge
Allocating budget across markets that don’t behave the same way.
The brand needed to lift ROAS and grow revenue across several European markets during a seasonally sensitive period, but consumer behavior and competitive dynamics varied from one market to another. A single, uniform approach to allocating budget across countries and products was unlikely to perform equally well everywhere.
The method
Continuous, market-by-market budget reallocation.
AD cube used historical campaign data and real-time performance signals to allocate advertising budget across markets, products and channels, while accounting for seasonal patterns relevant to the period. Budget was continuously shifted toward the combinations delivering the strongest performance, reducing the need for manual reallocation.
Data inputs
Historical campaign performance combined with real-time market signals.
Allocation level
Markets, products and channels evaluated as distinct investment opportunities.
Seasonal patterns
Factored into allocation across the period covered by the campaigns.
Results
Measured against the same period the previous year.
+39%
ROAS
Increase in return on ad spend during the engagement period.
+53%
Ad revenue
Advertising-driven revenue growth over the same period.
+10%
Ad spend
Advertising spend increase over the comparison period.
The business impact
Ad revenue grew 53% while ad spend increased by 10%, showing that revenue expanded substantially faster than investment. Paid revenue growth also outpaced the brand's 21% organic revenue growth over the same period, suggesting that the result cannot be explained by broader organic demand alone. Continuous allocation across markets, products and channels allowed the brand to pursue its seasonal revenue goals without a proportional increase in spend.