Mac Duggal Scales with TikTok & CTV
Prospect Knight Scales Revenue for Mac Duggal with TikTok and CTV
Mac Duggal, a luxury women’s apparel business, partnered with Prospect Knight to scale its direct-to-consumer business while maintaining efficiency.
As DTC scaled, legacy analytics skewed attribution toward last-touch conversion channels, making it difficult to fund and justify upper-funnel investment in video and paid social.
By implementing Northbeam MTA and Clicks + Deterministic Views (C+DV), Prospect Knight gave Mac Duggal a unified, cross-channel measurement framework that connected impressions to outcomes and enabled confident upper-funnel scaling.
Upper-Funnel Growth Was Under-Credited
Mac Duggal relied on GA4 and platform reporting that consistently over-attributed bottom-funnel activity while under-reporting channels like TikTok and video.
This created friction when allocating budget toward new customer acquisition and made it harder to scale awareness-driven channels with confidence.
Prospect Knight needed a measurement foundation that reflected how customers actually discover and decide—credible to both marketing and finance.
Make Video Measurable Across the Funnel
Prospect Knight implemented Northbeam MTA as the operating source of truth and adopted Clicks + Deterministic Views (C+DV) to deterministically connect impressions to outcomes across devices and channels.
This removed the “video black box,” allowing TikTok and CTV (via MNTN) to be evaluated alongside conversion-driven channels. Media Strategy sessions and MMM readouts complemented day-to-day MTA signal, giving the team confidence to test, fund, and scale upper-funnel investment.
Measurable Full-Funnel Impact
Quantitative impact:
• 27% YoY revenue growth on 20% higher media spend
• 5% improvement in ROAS at scale
• 143% YoY TikTok growth with efficiency maintained
Qualitative impact:
Measurement clarity enabled video and social to earn budget with proof Faster, more confident scaling of upper-funnel channels Stronger finance–marketing alignment through one cross-channel source of truth
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