The Pixel Never Saw the Store. The Model Did.
Juniper Retail
The challenge
Juniper Retail generated most of its revenue through physical stores, yet marketing decisions were based almost entirely on e-commerce attribution metrics. The business lacked visibility into how digital media spend was affecting in-store sales across different regions.
The solution
BaselineMix combined point-of-sale data with media performance data in one view to measure how digital spend was affecting in-store sales, region by region, while accounting for local competition, seasonality, and promotional activity across all 340 store locations.
What the model found
The model revealed that TV and YouTube campaigns were driving significantly more in-store revenue than digital attribution reports suggested. Both channels had been consistently underfunded because their contribution was invisible inside traditional e-commerce reporting tools.
What changed
TV and YouTube budgets were increased after the model showed them driving in-store revenue that digital attribution had missed; in-store lift was added as a standing line in quarterly budget reviews.
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