Fixami x Magpie
Company overview
Fixami is a fast-growing Dutch
e-commerce retailer specializing in tools and hardware.
With an increasingly competitive market and rising costs in both digital and offline advertising, Fixami aimed to maintain healthy margins while accelerating growth.
Business challenge
Fixami was experiencing pressure on marketing efficiency due to escalating costs in direct channels like Google Ads and offline media.
With growing competition and budget constraints, they needed to shift from spending more to spending smarter — without stalling growth.
Strategic goals
Increase revenue growth while improving marketing efficiency
Reduce dependency on high-cost, short-term performance channels
Identify long-term, high-margin customer segments
More balanced and diversified marketing mix
We implemented a custom measurement strategy tailored to Fixami’s e-commerce dynamics, combining data science, experimentation, and team enablement:
Experimentation
Launched geo-based holdout experiments to isolate incremental impact of key marketing channels. This provided reliable input for modeling.
Marketing Modeling
Developed bespoke MMMs for Fixami that included variables such as seasonality, promotions, and pricing. These models revealed inefficiencies and pinpointed underperforming campaigns.
Touchpoint modeling
Enhanced insights with touchpoint-based attribution. While modeling served as the foundation, attribution helped interpret short-term click-based patterns at campaign level.
Margin & Loyalty Adjustments
Incorporated customer profitability and loyalty data (non-GDPR sensitive) to align spend with high-value customers and long-term sales potential.
Budget Optimization
Built profit-optimum curves to guide weekly budget reallocations. Working closely with Fixami’s marketing team in weekly performance reviews allowed Fixami to iteratively adjust and improve performance across channels.
Team Enablement
Provided training sessions to increase internal understanding of MMM, attribution, and experimentation, ensuring long-term knowledge retention and autonomy.
“Working together with Magpie, we’ve increased our marketing profit by 25%. But the biggest value is in the partnership — our team now has a much stronger grasp of marketing modeling, experimentation, and attribution. Magpie helped us turn data into action and drive smarter decisions.”
Jos Naus - Marketing manager, Fixami