Measuring Up in Style: How H&M Turned Affiliate Incrementality into a Global Fashion Statement

The Challenge

H&M lacked clarity on whether its global affiliate spend was generating true incremental value or simply paying commission on last-click organic conversions.

The Strategy

Shift from last-click measurement to a globally governed, multi-layered incrementality framework.

Execution and Innovation

Combined Marketing Mix Modelling (MMM) for strategic direction, Regression Based Attribution (RBA) for weekly optimisation, and structured testing to validate publisher, audience and commissioning decisions.

Results

Successfully reallocated commissions away from low-value touchpoints toward proven value drivers, establishing an incrementality-led global affiliate model across 16 operating markets.

Judges' Verdict

"Well executed program improvements.A gold-standard submission for Best Measurement & Incrementality Strategy."