About SNOCKS
SNOCKS is one of Germany’s most successful direct-to-consumer e-commerce startups, founded in 2016. What began as a simple sneaker socks business on Amazon has evolved into a leading lifestyle brand for basic fashion with over 200,000 followers on Instagram and employing more than 150 people at their Mannheim, Berlin, and Hamburg offices.
Their growth trajectory demanded increasingly sophisticated tracking, attribution and BI capabilities to maintain profitability while scaling in Germany and other European markets.
Beyond the brand’s own growth, the SNOCKS Group has expanded through strategic acquisitions of workout fashion brand OCEANSAPART, period care brand femtis, and fashion brand Les Lunes. The group is generating over €100 million in annual revenue.
SNOCKS started using adtribute in 2022 and also onboarded their acquired brands to the platform.
Challenges & Problems
As SNOCKS expanded their marketing channels, they encountered the classic attribution challenge that plagues multi-channel e-commerce operations. Each platform’s native attribution model presented conflicting data, making it impossible to understand true marketing performance.
Each channel wants to look best with its attribution model… With an attribution model, you assign a single sale to different marketing touchpoints. This helps you understand which marketing channel really had an impact.
More channels and conflicting attribution models created a data chaos that threatened their ability to make confident scaling decisions. Without a unified view of customer journeys across all touchpoints, the team struggled to allocate their multi-million euro marketing budget effectively.
Solution with adtribute
In 2022, SNOCKS partnered with adtribute to develop a completely custom attribution model tailored to their specific business needs and customer journey patterns. This collaboration enabled them to move beyond standard attribution limitations and create a solution optimized for their 8-figure operations (9-figures by now). Today, SNOCKS has 11 attribution models in total, 5 of which are custom models that are iterations of the SNOCKS attribution model. The currently active version is the SNOCKS 3.0 attribution model.
Together with Justin Busch from adtribute, we started working on this model 2 years ago. They provide us with a data foundation and thereby enable us to incorporate any kind of custom logic into our attribution models and reports.
The custom SNOCKS attribution model includes several sophisticated features that set it apart from standard solutions:
- Advanced Data Collection: Best possible data basis as data is collected not in the 3rd-party, but in the 1st-party context and thus unaffected by ad blockers and browser restrictions.
- Optimized Attribution Windows: All touchpoints that took place 8 days before the purchase are ignored in the assignment because the majority of new customer journeys are shorter than that. This maximizes the ability to measure the incremental value of each channel.
- View-Through Modeling: Based on post-purchase survey data and other soft KPIs, the impact of each ad is modeled beyond just clicks.
- Weighted Touchpoint Valuation: Optimized weighting of the value of different touchpoints, e.g. for influencers, not only clicks but also discount redemptions are considered.
The attribution data is made visible in a customized BI reporting suite with over 30 individual reports for different use cases like channel reporting, user journeys, creatives, CEO overview, product breakdown and more.
Outcome & Results
The custom attribution model has transformed SNOCKS’ ability to scale profitably, providing unprecedented clarity and confidence in marketing decisions across their entire organization and agency partners.
Our SNOCKS attribution model provides all stakeholders with significantly more clarity, transparency and trust in our decisions, allowing us to scale without becoming inefficient.
By now, the group is using adtribute’s custom attribution and BI for 3 brands with over 30 reports each and over 50 active inhouse and agency users. The adtribute platform has been instrumental in SNOCKS’ success, with the group achieving profitable growth from low 8-figures to over 9-figures in net revenue since implementing the solution in 2022.
The level of attribution and BI sophistication has become essential for their continued growth, with SNOCKS positioning custom attribution as a requirement for any e-commerce brand scaling beyond 10 million a year.
For e-com brands up to 3 million revenue, overkill. For e-com brands with over 10 million revenue, a must!
