Problem Presentation
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Seeda

The Measurement Opportunity

Understanding the true impact of your marketing investment

09 April 2026

1. Your Business at a Glance

SVP Worldwide owns three of the world's most iconic sewing brands. Your business operates across three distinct revenue channels, each with its own marketing dynamics.

DTC / E-commerce

Shopify-powered direct sales via brand websites

Channels: Meta, Google, TikTok, Pinterest

Measurement: GA4, Polar Analytics, platform reporting

~$2.5-3M annual spend

Mass Retail / Marketplace

Amazon & Walmart marketplace sales

Retail media advertising within each platform

Measurement: Platform-only, siloed reporting

~$1M annual spend

Dealer Network

Mom-and-pop shops and local retailers

Individual co-op budgets per dealer

Measurement: Inventory purchases only (no POS data)

$5K/mo dealer marketing

Approximate revenue split: ~40% Mass Retail · ~30% Dealers · ~30% DTC

DTC is the smallest revenue channel but the only one with any marketing measurement visibility

2. The Measurement Challenge

Your marketing investment spans all three channels, but your measurement exists in isolated silos. Each channel reports on itself. None of them talk to each other.

Silo 1: DTC Platforms

Meta, Google, TikTok, and Pinterest each claim full credit for conversions. GA4 underrepresents paid social. Polar Analytics surfaces the same biased data in a prettier format.

Silo 2: Retail Media

Amazon and Walmart report within their own ecosystems. No way to understand whether retail media drives DTC sales or vice versa.

Silo 3: Dealer Network

You receive inventory purchase data from dealers, but no point-of-sale data from the vast majority. Co-op budgets are spent with zero measurement.

"I report on each silo. I benchmark them against themselves. That's the best I can do with what I have right now."
From our conversations with your team

The Cross-Channel Blind Spot

Customer sees

Meta / TikTok ad

→

Doesn't click

Stays in social feed

→

Later Googles

Singer sewing machine

→

Credited to

Google Search

Not Meta

And it gets worse: paid social conversions are being bucketed as "direct" traffic due to consent and opt-in changes, further hiding the true contribution of social channels.

The Biggest Blind Spot

What DTC marketing does for the whole business

🛍

Driving Dealer Sales

A customer sees your Meta ad but buys at a local dealer store. You'll never know.

📦

Driving Retail Sales

Your DTC campaigns send customers to Amazon or Walmart to purchase. Invisible today.

🏪

In-Store Discovery

Social and search ads influence physical store visits. No measurement exists for this path.

What this means today

DTC marketing can only prove DTC revenue But DTC is the smallest channel (~30%) Remaining ~70% of revenue has no marketing attribution

The result

Budget decisions based on art, not science No way to justify marketing ROI to leadership Cannot prove impact beyond e-commerce
"I'm pretty sure I'm contributing something to the other channels. And I have no way of knowing what... no way of justifying that I'm actually doing more than just the e-com business."
From our conversations

3. Quantifying the Problem

The data discrepancies across your platforms are significant. Here's what your team has identified.

Meta (Facebook / Instagram)
$70K (Meta reports)
$28K (GA4 / Shopify)
~140%
over-attribution by Meta

For every $1 of actual revenue, Meta claims $2.50

Google (Search / Display)
Platform reported
GA4 / Shopify actual
~20%
discrepancy (relatively accurate)

Google benefits from last-click attribution in GA4

TikTok & Pinterest
Platform reported
GA4 / Shopify actual
Similar to Meta
paid social underrepresented in GA4

Same view-through attribution gap as Meta

Why does this matter?

If Meta is undervalued by GA4, you may be underinvesting in your highest-performing social channel

If Google is over-credited by GA4, you may be over-investing based on last-click attribution

Budget allocation decisions are based on data you know is inaccurate by a factor of 2-3x on paid social

At a previous brand, proper MMM revealed Meta actually outperformed Google, flipping the entire budget allocation strategy

4. The Business Impact

These measurement gaps don't just create reporting challenges. They have real business consequences.

1
Misallocated budget across $3.5M+ in annual marketing spend, with no unbiased data to guide reallocation
2
Cannot prove DTC marketing impact on the 70% of revenue flowing through retail and dealer channels
3
5-year e-commerce growth roadmap being built without accurate channel contribution data
4
Planned expansion into CTV, streaming, and DOOH would compound the measurement gap if unresolved
"I'm just doing it based on current performance, but very much art and science mixed, but not with a lot of science behind it."
On current budget allocation approach

5. How Seeda Solves This

Marketing Mix Modelling: The Big Picture, Unbiased

Modern MMM gives you what no single platform, analytics tool, or manual process can: a unified, unbiased view of how every marketing dollar contributes to every revenue channel.

What changes

  • See the true contribution of Meta, Google, TikTok, and every channel — unbiased
  • Measure DTC marketing's impact on dealer and retail sales
  • Identify saturation points and optimal budget allocation
  • Predict outcomes before you spend

How it works

  • We collect data from all channels (digital + offline)
  • We remove platform bias and over-crediting
  • We build a custom model for SVP's unique business
  • Delivered in 30 days, always-on after that
30
Days to first model
Not months. We use AI to accelerate what used to take Nielsen 6+ months.
0
Hours of your time
Fully done-for-you. We put 3 people and 200+ hours on the project. You attend one kick-off meeting.
12
Months of advisory
Monthly sessions with a global MMM expert to interpret results and guide strategy.

6. Next Steps

1
Align on the problem — Does this accurately represent the measurement challenges across the business?
2
Define the scope — Which brands, channels, and regions should we include in the first model?
3
Data availability — Quick review of what data is accessible across all three revenue channels
4
Proposal & timeline — We'll prepare a tailored proposal based on today's discussion

Thank you

We're excited about the opportunity to help SVP Worldwide unlock the full picture of your marketing performance.

Michael Kingston · Founder, Seeda · michael@seeda.io