CASE STUDY
Driving Omnichannel ROAS Through In-Store Audience Attribution
80%+ ROAS achieved via omnichannel activation and closed-loop measurement
Background
Historically, many brands have lacked the infrastructure to connect digital media exposure to in-store sales. As a result, a significant portion of media impact has remained unmeasured—creating blind spots in optimization and budget decisions.
Walmart Connect Mexico, powered by Infillion’s white-labeled MediaMath technology, introduced enhanced omnichannel audience activation and measurement – extending advertiser visibility beyond e-commerce to include in-store (POS) sales. Built on Infillion’s composable architecture, these capabilities unify first-party audience activation with closed-loop attribution, enabling brands to measure how digital media influences the full shopper journey.
Measurement Challenge
While digital campaigns were driving measurable e-commerce performance, a significant portion of their impact on in-store sales remained unmeasured. Without visibility into offline conversions, brands risked undervaluing media performance and missing opportunities to optimize toward higher-value shoppers.
Objective
NIVEA, a globally recognized skincare brand with broad household penetration, sought to better understand and improve the return on its digital media investments – particularly how off-site media influenced in-store purchase behavior. To address this, NIVEA focused on:
- Measuring the influence of off-site digital campaigns on in-store Walmart purchases
- Activating audiences based on both online and offline shopper behavior
- Gaining a more complete view of omnichannel performance to inform optimization
Strategy
To achieve these goals, NIVEA ran an always-on off-site display campaign through Walmart DSP, leveraging Walmart’s first-party data and omnichannel audience and attribution capabilities as they became available later in the campaign period – powered by extensive custom development and innovative solutions co-created by Infillion and Walmart’s technology teams.
Results
With in-store attribution incorporated into measurement and optimization, NIVEA uncovered substantially stronger performance from its off-site campaigns. Omnichannel measurement provided clearer insight into the total sales impact of media, enabling more informed optimization decisions over time.
When you unify audience activation and attribution across channels, you can optimize against how consumers actually shop—improving the accuracy of ROI measurement and the efficiency of media investment.