Rebuilding attribution around the customer journey
FARFETCH · 2021 – 2022
Context
A global luxury fashion marketplace running performance media across many markets, with measurement spread across platforms that each claimed the same outcomes.
The problem
Channel-reported numbers disagreed with each other and with commercial reality, which made investment decisions slow and contested.
Approach
- Mapped the customer journey and the events that genuinely signalled progress through it.
- Rationalised the marketing technology and tagging estate so the same event meant the same thing everywhere.
- Replaced platform-reported credit with a consistent attribution view used in trading decisions.
- Worked with media teams so the new measurement changed day-to-day optimisation, not just reporting.
Result
Media decisions moved onto a single agreed measurement view, improving the quality of investment discussions across markets. Published outcome figures are being reconciled before they appear here.
Measurement only changes behaviour when the people optimising the media trust it and use it. The technical work is the smaller half.