LaserAway Case Study : Triangulation Analysis with Multiplier Benchmarks, Geo testing and MMM

Case study presentation and discussion in M^2 advanced attribution masterclass on how Laseraway executed "test-learn-grow" using advanced attribution.

Course length : 15+ slides and ~45 minutes of video

Course contents:

Case study comic strip

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Case Study Weblog

Reigniting Stalled Growth with Advanced Attribution: A Case Study of LaserAway
It’s every marketer’s dream to crack the attribution code. Smart marketers are using advanced attribution to understand how to point their marketing dollars accurately at demand.
About LaserAway
LaserAway is a leading aesthetic dermatology brand, offering a wide range of services including laser hair removal, tattoo removal, and Botox treatments, with approximately 130 locations across 25 states. They have executed on growth using a centralized performance marketing strategy primarily investing on search and Facebook ads.
The Challenge: Saturation and Stagnation
LaserAway had a classic performance marketing execution. . They have driven growth on non-branded search and Facebook broad audience ads.more than 80% of the budget was focused on those two channels. Their data-forward approach meant they had invested heavily in backend infrastructure, UTM attribution, and even built their own Customer Data Platform (CDP) in-house.
However, despite their lower funnel success, the CMO Paul faced a roadblock. They had saturated their non-brand search and facebook prospecting channels, the channels were being managed to a ROAS of 3, and both channels had gotten to 3, and there was little ROAS head room left. Attempts to diversify into mid-funnel channels like streaming TV, Pandora, and OTT were yielding ROAS positive results as measured by UTM attribution. The CMO knew these channels had potential—after all, who hasn’t been enticed by an ad during a binge-watching session or a podcast break? Yet, their existing attribution models weren’t picking up the impact.
Enter Advanced Attribution

LaserAway engaged M^2 to employ advanced attribution studies to understand the efficacy of their mid-funnel channels better. It was clear that the last-click and UTM attribution models were not capturing the full picture. LaserAway needed a more comprehensive approach.

The Process: From Data Blending to Insights

We began conducting a triangulation analysis by pooling together internal UTM data, platform attribution data, and transaction data. This process was painstaking, but essential for unlocking deeper insights.

The first revelation was stark: While search and Facebook were managing to hit their ROAS targets, mid-funnel channels showed dismal performance on UTM metrics. However, our next step, Media Mix Modeling (MMM), began to paint a different picture.

The Big Reveal: MMM Findings

The MMM analysis was a game-changer. It confirmed that search and Facebook were indeed strong contributors. But the big surprise was CTV. Despite modest initial investment, CTV showed nearly as strong a contribution as search and facebook. This was a significant finding. Other mid-funnel channels like TikTok, Snap, and Pandora, however, still struggled to show strong contributions.

Opportunity Analysis
Armed with these insights, we moved into opportunity analysis. We modeled scenarios like cutting 30% of the search budget to reallocate to upper funnel opportunities like CTV and Facebook. This step was crucial. It wasn’t just about reallocating budgets; it was about making these reallocations testable. Testing the Hypotheses
We devised a series of tests:
  • A split test on AdWords to understand the impact of reduced search spend. Will the ROAs improve if we reduce budgets.
  • A Facebook lift study, to understand true incremental ROAS on facebook
  • Geo-matched market tests for CTV channels and Pandora audio streaming, to understand its true ROAS
  • A lift test on Snap, to understand its true incremental ROAS
Each of these tests was designed to measure the real-world impact of our proposed budget reallocations. This approach was practical and flexible, allowing us to mix and match tests based on the decisions at hand.
Results and Reflections
The results were telling. A top line growth of 12%. The CTV channels, which initially seemed to offer no signal on performance, emerged as one of the strongest contributors in our models. This affirmed the potential of mid-funnel investments when backed by robust attribution models.
LaserAway’s journey underscores a vital lesson for marketers: Advanced attribution is not a one-size-fits-all solution but a journey. Each step, each model, and each test reveals something new about the business, the customers, and the media channels.
Conclusion: The Path Forward
LaserAway’s case is a testament to the power of advanced attribution in uncovering hidden growth opportunities. For marketers, the takeaway is clear: don’t shy away from the complexity of advanced attribution. Embrace it as a tool to refine your strategies, optimize your budgets, and ultimately, scale your growth.
The journey is unique for every brand, but with the right insights and a willingness to test and learn, the path to success becomes much clearer. LaserAway’s story is just one example of how data, when used effectively, can unlock new levels of growth and performance in the ever-evolving landscape of marketing.

Meet the Educators

  • MEET Madan Bharadwaj

    MEET Madan Bharadwaj

    MEET Madan Bharadwaj

    Advanced Attribution Expert

    Measured, Visual IQ/Nielsen, Nanigans, Dentsu Aegis, Mathworks

  • MEET Paul Baumgarthuber

    MEET Paul Baumgarthuber

    MEET Paul Baumgarthuber

    CMO, Laseraway

    LaserAway, Many Ventures in Digital Marketing

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