What Innovation Means for Brookstone

In addition to product differentiation, Brookstone prides itself on having an attribution model that helps it get "the best bang for its marketing buck." As an omnichannel retailer — Brookstone sells its products via brick-and-mortar stores, an e-commerce site and catalogs — knowing which marketing vehicle (e.g., email, search, catalog) is responsible for a sale in any channel is critical to the brand's success. Using a statistical model it developed in-house, Brookstone leverages fractional allocation to attribute credit to orders. While far from perfect, the attribution model has helped Brookstone make better marketing decisions.