Case Study

+28%

Revenue at Flat MER in 90 Days

Margin-protected growth through integrated media and merchandising strategy.

Client: CALPAK
Category: Travel / Fashion
Services: Paid Search, Product Feeds, Analytics & Attribution
Timeframe: 3 months

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  • The Situation

    CALPAK, a family-owned travel accessories brand, was ready to scale but constrained by rising acquisition costs and uneven inventory visibility.

    Their campaigns performed well on paper, but behind the scenes, disconnected data across Google Ads, Meta, and Shopify created inefficiencies that eroded margins.

    They needed a partner who could bridge marketing with merchandising and measurement without compromising brand control.

  • The Challenge

    ##

    Paid Search campaigns driving revenue but misaligned with inventory and margins

    Media channels operating in isolation, duplicating effort and spend

    Lack of a unified view of performance across GA4, Northbeam, and platform data

    No decision framework connecting marketing and finance teams

    ##

  • The Solution

    Block & Tam architected a precision growth system connecting demand, data, and decision-making:

    ##

    Media Architecture: Built a SKU-level query map segmented by margin and stock position

    Attribution Integration: Reconciled Northbeam and GA4 data to create a unified MER framework

    Feed Optimization: Enriched product data and aligned pricing parity across marketplaces

    Decision Layer: Established an executive dashboard linking spend, MER, and inventory velocity

    ##

  • The Outcome

    ##

    +28% total revenue growth with flat MER in 90 days

    +14% lift in efficiency across campaigns through negative keyword and margin-based bidding

    Inventory-informed spend eliminated wasted budget and stabilized profitability

    Unified attribution model adopted across marketing and finance for decision clarity

    ##

  • The Data Stack

    [2cols]

    Layer

    Attribution

    Ad Platforms

    Data Visualization

    Optimization Signals

    [split]

    Tools/Platforms

    GA4, Northbeam, Shopify backend

    Google Ads, Meta, Pinterest

    Looker Studio, Google Sheets

    OCI + Conversion Value Rules

  • The Services Involved

    ##

    Paid Search: Value-based bidding tied to margin and inventory

    Product Feeds: Attribute enrichment and taxonomy alignment

    Analytics & Attribution: Reconciliation of multi-source data and MTA feedback loops

    Growth Advisory: Executive-level planning across marketing and merchandising

    ##

Block & Tam helped us connect the dots between data and decision-making, it changed how we scale.

Bring your data. We’ll bring a plan.

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