How Timex Achieved record DTC Growth
Modernize Attribution and Accelerate DTC Growth
As Timex scaled DTC across multiple businesses, the team needed consolidated, transparent measurement to evaluate media effectiveness and guide investment decisions.
By adopting Northbeam’s Multi-Touch Attribution (MTA) and turnkey Media Mix Modeling (MMM), Timex unlocked record revenue growth and established a sustainable framework for long-term scaling.
Growth Outpaced Measurement
Timex relied on multiple tools that lacked transparency, deduplication, and accessibility for deeper analysis.
While attribution existed, it was difficult to justify large investment shifts with confidence, especially across channels like Meta.
The team needed a single partner that could provide tactical, creative-level insight while also guiding strategic media allocation.
Combining Daily Attribution with Strategic Modeling
Timex implemented Northbeam MTA as its day-to-day optimization tool and layered in Northbeam’s turnkey MMM to guide monthly and seasonal investment decisions.
MMM revealed that Meta was significantly under-attributed, leading the team to reallocate spend aggressively during BFCM. With native integrations and automated modeling, Timex was able to act on insights quickly, without heavy manual lift.
A Pathway to Scalable Growth
Quantitative impact
- Best-ever revenue quarter in Q4 2024
- 3× YoY total business revenue after MMM-guided reallocations
- Meta investment tripled with immediate revenue gains
Qualitative impact
- Clear justification for large-scale media shifts
- Stronger confidence in incrementality and IROAS trends
- A repeatable operating model combining MTA for execution and MMM for planning
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