Simon Boice, Global Head of Digital Performance Marketing at Lovehoney Group, presented his own experiences of embedding an attribution model migration in a large retail environment​.   

Lovehoney Group is a large and disparate organisation; with many brands from various geographical regions under one umbrella. When Simon started at Lovehoney three years ago, his remit was to ‘come up with a better way to attribute our marking spend’. Fast forward to today, and Simon’s progress has been significant. The first step in Simon’s approach involved listing all the things that Lovehoney didn’t have to enable good decision-making. He then set about prioritising the problems with a realistic view that if all of the problems couldn’t be solved, then at least solving the worst would be acceptable.  

Investing in an attribution platform was the first step on the road to change. An RFP was sent out to all qualifying vendors. Interestingly, Simon pointed out that his RFP was entirely based on those problems, but also included metrics like support and chemistry. When Simon chose Cubed as the attribution platform of choice, he still had to be careful how this was introduced to the business. He presented attribution as the glue that binds all other projects together. He then delivered lunch and learn sessions internally with a view that, if his colleagues understood why Lovehoney was changing attribution then, they would more likely support it. This was pivotal in changing internal perceptions of attribution models, introducing the wider team to a new way of attributing value. Key to the success of the project was to establish a cadence and reporting suite that sees people using their new insights, always reiterating when problems had been solved.   

The project has since been a great success, with Lovehoney moving from a last-click attribution model to Cubed. To find out just some of the results achieved by Lovehoney, read the case study here.