From clicks to clarity: Media Mix Modelling Q&A with Hughes Electrical

How is the way you measure marketing performance evolving beyond last-click attribution?

“While last click still plays a role in how we track performance day to day, at Hughes we’re increasingly looking at a broader view of the customer journey. For us, that means analysing sale assist data, understanding how channels interact and influence, while looking more closely at the role different partners play at various stages of the funnel.

“We also put more emphasis on incremental value rather than purely attribution credit. In categories like domestic appliance and audio visual where the consideration period has lengthened in recent times, it’s important we recognise the channels that help influence a purchase earlier in the journey, not just the final click. Brand awareness has become a bigger focus for us.”

What data or insights would help you better understand affiliate’s true influence and incremental impact across the shopper journey?

“More transparency around sales assist and influence across the journey would always be valuable. Understanding where affiliates first interact with customers, how often they appear earlier in the path to conversion, and the level of incremental uplift they generate would help us better assess true value.

“Insights around new vs returning customers, cross-device behaviour, and how affiliate exposure impacts conversion rates is always useful. The clearer the picture we have around incremental impact, the easier it is to invest more confidently in partners who genuinely add value. Though proving incremental value, especially from placements isn’t always clear cut.”

How are privacy changes, AI search, and zero-click behaviour affecting your ability to measure marketing performance?

“Like most online retailers, we’re adapting to a landscape where tracking is becoming more restricted and user journeys are more opaque. An increase in privacy changes, private browsers and VPNs mean there are some gaps in the data compared to a few years ago.

“The growth of AI and zero-click experiences means users often gather more information before they ever land on a retailer’s site. That makes it even more important to look at performance trends, Generative Engine Optimization (GEO), and incrementality rather than relying purely on traditional attribution models.”

What would make affiliate marketing more credible in senior-level marketing budget discussions?

“For senior stakeholders, credibility usually comes down to clear evidence of a solid ROI. Having the ability to clearly demonstrate that affiliate activity drives new customers, higher basket value or increases overall conversion rather than simply cannibalising existing demand is key.

“Greater testing, clearer attribution insights, and case studies showing measurable uplift all help strengthen credibility. When affiliates can clearly show how they contribute to overall business growth and contribute to overarching business goals, it becomes much easier to justify deeper investment at a strategic level.”