# Marketing budget allocation tool cut cost per acquisition by 10%

> A high-street womenswear retailer · Retail & Consumer

A high-street womenswear retailer wanted to allocate digital marketing spend across channels and geographies to maximise return. A bespoke decision-support tool cut cost per acquisition by 10 per cent while the business kept growing.

## At a glance

- **10%** reduction in cost per acquisition

## What was the problem?

The retailer wanted an analytical toolset to allocate digital marketing spend across multiple channels and geographies and maximise return on advertising spend. It needed to model marketing cost, profitability and payback across channels using customer acquisition cost, cost per acquisition and customer lifetime value, and to turn that into a decision-support tool its marketing executives could use daily to allocate budget between channels such as paid search and paid social.

## What did QuantSpark do?

We began with data analysis and historical cohort analysis to establish the cost per acquisition and customer lifetime value of each channel and market. We then delivered three outputs to embed data-driven commercial decision-making: a self-service analytics data cube connected to the client's web and advertising analytics sources; a live reporting suite tracking key metrics and campaign performance; and a bespoke decision-support tool that allocates marketing budget with customer loyalty factored in. All three were handed to client teams for ongoing use.

## What changed?

Optimising spend allocation and targeting more loyal customers reduced cost per acquisition by 10 per cent while the business continued to grow. The self-service reporting and a well-structured data cube also freed the client's analysts to focus on higher-impact insight rather than manual reporting.

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