Faces , part of Chalhoub Group , has partnered with TRKKN to gain a clearer understanding of the true return generated by its marketing investment, moving beyond platform-reported conversions to build an independent view of incrementality across its wider media mix.
Rather than rolling out a traditional consumer-facing campaign, the initiative focused on marketing measurement and optimisation , with TRKKN leading the data engineering, model building and deployment of Google’s Meridian Marketing Mix Model within Faces’ existing Google Cloud data environment.
The project brought together three years of online and offline marketing and revenue data, from 2023 to 2025, to understand the contribution of each channel to total sales in Saudi Arabia.
The objective was to identify which channels were genuinely driving additional revenue , where marketing investment was reaching saturation , and where budget could be redistributed to generate stronger returns .
Faces wanted to move beyond attribution models that rely heavily on reported conversions and instead understand incremental impact: the revenue genuinely attributable to marketing activity.
For an omnichannel brand, this meant assessing the wider marketing mix rather than evaluating performance through a single platform or last-click view.
TRKKN analysed investment and performance across 11 marketing channels , using Meridian MMM to assess channel-level ROI and model budget optimisation scenarios against historical performance.
The model also allowed Faces to understand the response and saturation curve of each channel, helping the team identify not only what was working, but also where additional spend was likely to deliver diminishing returns.
The analysis found that Meridian MMM explained 81 per cent of total revenue, with 19 per cent identified as campaign-driven. This gave Faces a clearer view of the contribution marketing activity was making alongside underlying baseline demand.
TRKKN then used the model to assess channel performance and run budget optimisation scenarios based on ROI, saturation and historical performance.
The findings identified the potential for an 8.5 per cent incremental revenue uplift and a 10.8 percentage-point improvement in ROI through more effective allocation of marketing investment.
Performance Max was identified as the strongest-performing channel within the analysis.
Vimal Badiani , Managing Director, TRKKN , said, “For an omnichannel brand like Faces, understanding what’s genuinely driving revenue isn’t straightforward. By bringing together three years of data and applying Google’s Meridian model, we identified an opportunity to generate 8.5 per cent more incremental revenue by reallocating existing investment. It’s about giving marketers the evidence and confidence to make better decisions about where their budgets can deliver the greatest return.”
The project was not designed as a time-bound advertising campaign. Instead, it established a framework for Faces to reassess ROI and support future marketing investment decisions as new data becomes available.
It also translated measurement into practical investment recommendations, identifying where Faces could scale activity, where spend was approaching saturation, and where budget could be redistributed to drive stronger returns.
Harry Lonergan, Digital Marketing Director, Faces , Chalhoub Group, said, “Marketing investment decisions have long relied on attribution models that don’t always…