Lu Li, Head of Performance Marketing at King Smith
King Smith is a leading brand in home intelligent fitness, setting the standard for walking machines that have risen in popularity since 2019. Their foldable, compact WalkingPad treadmill offers an exceptional home exercise experience by integrating aesthetic design with advanced walking and running features.
King Smith needed greater visibility into cross-channel data to expand its digital presence
To achieve its mission of helping people embrace health and fitness with its compact treadmills, King Smith wanted to maximize its marketing reach and impact. Lu, the brand’s Head of Performance Marketing, understood that to achieve this, her team first needed to consolidate their fragmented, cross-channel data into one reliable, real-time source of truth.
At the time, the King Smith team was bogged down with the work of sifting through metrics across multiple platforms like Google Analytics, Meta Ads Manager, and Shopify Analytics. They lacked the accurate details Lu needed to identify exactly which efforts moved the needle — and which ones should be adjusted or abandoned.
Adding to the challenge, King Smith’s high-value product, the WalkingPad, often required more consideration before customers were ready to buy. The right customer journey insights could help the team develop strategies that would shorten the customer’s decision-making process and fill gaps in the brand’s marketing efforts. That’s when they discovered WorkMagic.That’s when she discovered WorkMagic.
Unlock growth opportunities with the WorkMagic platform
Solution #1: Custom data-driven attribution (DDA)
Lu found the source of truth she was searching for in WorkMagic’s platform, driven by its Data-Driven Attribution (DDA) model. Powered by AI and first-party pixel tracking, WorkMagic’s DDA goes beyond traditional last-click or first-click attribution models through a signal-enhanced user journey and algorithm-based model that assigns accurate value to channels that directly influence customers during decision-making.
This enhanced model helps the King Smith team understand the true impact of each marketing channel and provides actionable insights for the team to optimize their advertising at the campaign and ad level.
Solution #2: Customer journey mapping
One of the features that Lu relied on most was Customer Journey Mapping. Through its path-to-purchase visualization and customer insights dashboards, the King Smith team was able to capture and understand every user touchpoint—from the awareness stage all the way to checkout.
This comprehensive view allowed them to identify the user paths that drove the most conversions and highest conversion rates. Therefore, King Smith could focus on improving weaker interactions while amplifying efforts on the most effective touchpoints and retargeting campaigns.
King Smith achieved greater marketing efficiency and improved ROAS
Leveraging the data-driven attribution model, Lu optimized her advertising efforts by focusing on high-impact campaigns. For example, she reallocated the Google Ad budget from underperforming campaigns with negative POAS to a top-performing campaign with the highest positive POAS. This strategic shift led to a 105% increase in sales from the campaign (campaign B)—an remarkable improvement that the team had never achieved.
Here’s a snapshot of King Smith’s results so far:
23% increase in blended return on ad spend (ROAS)
17% sales increase from Google ads
15% higher marketing efficiency ratio (MER)
Moving forward, King Smith would like to better understand the impact of its affiliate programs. They have worked with WorkMagic to customize channel sources for a dashboard that perfectly captures their acquisition efforts. Lu and her team have decided to use this tool on a daily basis for performance tracking and optimization.
“Before using WorkMagic’s DDA model and Audience Insight feature, we only had a rough idea of how our channel spending influenced outcomes. Now, we have a clear understanding of what truly drives results—from the creative elements to the channels and precise touchpoints.”
Lu Li, Head of Performance Marketing at King Smith