Kwantum x Magpie

How the experimental mindset of Kwantum resulted in more marketing value

How the experimental mindset of Kwantum resulted in more marketing value

How the experimental mindset of Kwantum resulted in more marketing value

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Marketing ROI

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Marketing cost

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Marketing ROI

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Marketing cost

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Marketing ROI

Measuring marketing ROI for ecommmerce and retail.

Company overview

Kwantum is a Dutch enterprise retailer, with up to 100 stores and a growing e-commerce presence.


In a highly competitive market, their strategy emphasizes an omnichannel experience to strengthen the market position and ensure sustainable growth.

Business challenge

Kwantum lacked a holistic view of marketing effectiveness. Data was scattered across multiple platforms, each offering different versions of the truth. With a broad mix of online and offline channels, steering investments effectively became increasingly difficult.


To optimize budgets and adjust bids weekly, the marketing team sought an analytics partner who could deliver clear insights and strengthen their analytical capabilities.

Strategic goals

  1. Evaluate effectiveness of all marketing channels

  2. Reallocate budgets toward campaigns that generate revenue growth.

  3. Get the marketing department to the next level with attribution, incrementality, margins and an experimental mindset

Better results with an experimental mindset

Measuring marketing is not an one-off solution. We created a step by step approach to get Kwantum in a better position:

Deep dive into Kwantum marketing business dynamics
The marketing specialist explained how they implemented targeting, type of campaign optimizations, promotions, online-offline dynamics.


Measure incremental value with regional experiment
Launched geo-based holdout experiments to isolate incremental impact of key marketing channels. Some marketing channels contributed as expected, other channels were overvalued. More marketing experiments followed to measure online and offline marketing channels. We are constantly discussing new experiment opportunities.

Marketing Mix Modeling for e-commerce and retail
To measure the wide marketing mix of Kwantum, we used both Machine learning and Bayesian techniques to estimate the effect on short and long term of online and offline marketing channels.


Campaign and loyalty specific insights
Campaigns that drive new customers and additional conversions gain more attributed value. Kwantum used the Magpie dashboard to gain insights in performance per campaign on Attributed conversions, POAS, sessions and more.


Move budgets away from ineffective marketing channels
Results were used for quarterly budget decisions to move budgets to channels that drive growth. Also on a weekly tactical level, budget adjustments are made. 


Results based on margin instead of revenue
Supported Kwantum to gain insights on margin per conversion, so marketing could steer towards profitability. This allows Kwantum to iteratively adjust and improve performance across channels.

Deep dive into Kwantum marketing business dynamics
The marketing specialist explained how they implemented targeting, type of campaign optimizations, promotions, online-offline dynamics.


Measure incremental value with regional experiment
Launched geo-based holdout experiments to isolate incremental impact of key marketing channels. Some marketing channels contributed as expected, other channels were overvalued.

Marketing Mix Modeling for e-commerce and retail
To measure the wide marketing mix of Kwantum, we used both Machine learning and Bayesian techniques to estimate the effect on short and long term of online and offline marketing channels.


Campaign and loyalty specific insights
Campaigns that drive new customers and additional conversions gain more attributed value. Kwantum used the Magpie dashboard to gain insights in performance per campaign on Attributed conversions, POAS, sessions and more.


Move budgets away from ineffective marketing channels
Results were used for quarterly budget decisions to move budgets to channels that drive growth. Also on a weekly tactical level, budget adjustments are made. 


Results based on margin instead of revenue
Supported Kwantum to gain insights on margin per conversion, so marketing could steer towards profitability. This allows Kwantum to iteratively adjust and improve performance across channels.

“Magpie Technology guided us really well in generating actionable insights about our Marketing effectiveness. Based on the dashboard, provided by Magpie Technology, the team has now easily a continuous focus on the different channels and the effectiveness.”

Johan Lont - Head of E-commerce, Kwantum