E-commerce
OTTO drives incremental growth and marketing efficiency with Adjust InSight
Background
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Region
Europe
Founded
1949
Vertical
E-commerce
The challenge
As one of Germany’s leading e-commerce platforms, the OTTO app team needed to optimize their marketing investments by accurately measuring the incremental impact of each campaign. This capability was essential for refining budget allocation and achieving precise performance insights.
A core challenge was balancing data privacy regulations while leveraging consented customer data for personalized marketing. Although OTTO’s team used a sophisticated multi-touch attribution model to evaluate channel performance, it could not fully capture incremental lift, an increasingly important metric for assessing true marketing effectiveness and identifying organic traffic cannibalization.
Without comprehensive incrementality insights, OTTO’s marketing relied on time-intensive internal data analysis, which was not scalable across every new campaign or channel. This limitation restricted the team’s ability to make agile, data-driven decisions, ultimately slowing their potential to scale in a competitive environment.
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The solution
By working with Adjust InSight, OTTO now benefits from a comprehensive incrementality solution that aligns with its data privacy requirements and business needs.
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Marian Bucher
Senior Expert, App Growth & Measurement, OTTO
With Adjust InSight, OTTO’s marketing team gained a self-service tool to accurately measure incremental impact. The AI-driven incrementality models enabled OTTO to detect organic cannibalization and assess each new channel or network for effects on key metrics, such as installs, without disrupting ongoing campaigns.
For example, in one test, OTTO assessed the impact of brand keywords within a marketing channel, hypothesizing that they might cannibalize organic installs rather than add incremental value. Using Adjust InSight, OTTO validated this assumption by comparing it with internal data, enabling more effective budget reallocation.
Marian Bucher
Senior Expert, App Growth & Measurement, OTTO
The result
With Adjust InSight, OTTO implemented impactful campaign optimizations. Key results included:
- 90% reduction in marketing budget for one network.
- +€1 million reallocated to channels with proven incremental impact.
- Freed-up budget to test new channels and non-app install campaigns.
Marian Bucher
Senior Expert, App Growth & Measurement, OTTO
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