BrüMate drives omnichannel growth by quantifying halo effects of upper-funnel investments

CTV’s hidden impact and Amazon’s true growth drivers revealed through Prescient AI MMM

ABOUT

BrüMate is a premium drinkware brand known for its stylish, insulated products designed to keep beverages at the perfect temperature. From tumblers to wine canteens to coolers, BrüMate has built a loyal following with its innovation-first approach and eye for design.

BrüMate sells through a diversified mix of channels, including its direct-to-consumer site, TikTok shop, Amazon, and a growing network of retail and wholesale partners. This omnichannel approach is supported by an equally broad marketing strategy that spans performance media, TV, influencer marketing, and brand awareness campaigns — creating both opportunity and complexity when it comes to measurement.

CHALLENGE

Measuring omnichannel impact in a fragmented world

As BrüMate evolved from a DTC-first model into a fully omnichannel brand—with a healthy mix of revenue coming from Shopify, Amazon, and retail partnerships—it became increasingly clear that traditional measurement tools were no longer sufficient.

This complexity made it nearly impossible to understand how investments in brand and awareness were influencing revenue across all sales channels, particularly Amazon and retail. BrüMate was investing in upper-funnel media, but legacy reporting tools undervalued it, creating risk around budget allocation.

“We could no longer rely on siloed, in-platform attribution or even basic MTA. We needed a way to measure not just direct response, but the halo effects across channels—especially as we leaned more into upper funnel tactics like CTV.” –  Hans, Head of Growth at BrüMate.

SOLUTION

Illuminating the full picture with dynamic MMM

BrüMate partnered with Prescient AI to gain a more accurate, actionable understanding of performance using guiding metrics like return on ad spend (ROAS)  and customer acquisition cost (CAC). These econometric measures revealed:

• CTV’s hidden impact: When BrüMate launched CTV campaigns with Keynes Digital, platform-native reporting showed weak performance—ranking last among media channels. But Prescient’s model, which accounted for halo effects and Amazon sales, showed Keynes as a top-performing platform.
  
• Amazon attribution breakthrough: Prescient uncovered that nearly 20% of revenue driven by Keynes came from Amazon, which was completely invisible to Keynes’ own platform reporting. This insight proved critical in justifying and maintaining investment in upper funnel efforts.
  
• Clear signals for scaling: By aligning budgets with true performance (not just last-click attribution), BrüMate could confidently scale awareness tactics that were driving incremental growth.

“Prescient helped us unlock investment in brand building without sacrificing performance. Even as we grew our budgets, we maintained efficiency—and we could prove it.”

RESULTS

Sustained efficiency, accelerated growth

• Significant YoY revenue growth with only a modest increase in media spend
• +85% increase in Amazon sales
• +15% growth in new eCommerce customers
• CTV emerged as the top driver of Amazon halo effect revenue
• Blended ROAS remained stable YoY (with potential improvement when Amazon Ads spend is factored in)

LOOKING AHEAD

More valuable insight into retail impact

The data science team at BrüMate is planning a geo-based incrementality test with one of the brand’s retail store partners to determine how ad campaigns are driving traffic into stores. By bringing that data into the Prescient AI platform,  they intend to measure not just direct retail sell-through, but halo effects on Shopify and Amazon. 

“Retail brings a whole new layer of complexity, but Prescient gives us a framework to track what really matters—even when success isn’t a click-to-conversion.”