Measure your marketing impact
Geo-testing, Bayesian MMM
E-commerce
How Fixami stopped paying for customers who were already buying, and grew +25% marketing profit in 60 days
The ad platforms were taking credit for sales that would have happened anyway. Magpie found the real incremental impact and moved budget to where it earned profit.
-10%
Marketing cost
What the marketing dashboard said
Google Ads and standard online ads were driving almost all the sales. To keep growing in a crowded market, Fixami assumed they had to keep putting more money into those exact same ads.
What Magpie actually showed
The ad platforms took credit for sales that were going to happen anyway. By testing what happened when ads were turned off in specific regions, we proved that expensive search ads were claiming victory for loyal, repeat customers who were already planning to buy. Fixami was paying a lot of money to attract people who already had their wallets out.
The blind spot
Fixami spent money based on online clicks, missing the moment where extra budget on an ad stopped bringing in extra sales.
What Magpie did
We ran regional experiments, turning channels off market by market to isolate which sales were truly incremental. That gave us clean data to train Fixami’s own measurement models.
We built a Bayesian Marketing Mix Model on top of that, trained on Fixami’s seasonality, pricing, and item-level margins, so budget decisions were driven by real profit.
We turned the model into profit curves and joined Fixami’s team in weekly reviews, continuously shifting budget out of saturated search and into higher-margin channels.
The result
Fixami safely moved budget away from overpriced, ineffective ads and into channels that bring in genuinely new, profitable buyers. This grew their overall marketing profit by 25%.
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