i-Run, ThankYou Analytics, and Kwanko Case Study: Discover how i-Run revamped its marketing mix and developed a multi-channel attribution strategy

At the 2026 edition of the Cas d’Or de la Performance, Kwanko won the GOLD Award in the “Tracking, Analysis & Data Visualization” category, alongside its client i-Run and its partner ThankYou Analytics.

This distinction rewards an in-depth transformation of the i-Run affiliate program: rethinking marketing attribution to better steer performance in an ultra-complex environment.

Rethinking the mix-marketing thanks to multi-channel attribution

The consumer purchase journey has become considerably more complex, now spreading over several days — an average of eight — and involving nearly nine touchpoints before conversion. At the same time, GDPR-related constraints reinforce requirements for data collection and use, while the marketing mix is fragmenting due to the proliferation of acquisition levers.

In this context, the historical last-click model quickly reaches its limits. It tends to overvalue levers at the bottom of the funnel, such as cashback or promotional codes, to the detriment of influence and discovery mechanisms, which are essential earlier in the journey. This partial view of performance complicates the steering of a truly global and coherent acquisition strategy.

This is precisely the challenge that this award-winning case illustrates. The challenge was to evolve an already mature affiliate program toward a fairer attribution model, capable of reflecting the reality of current purchase journeys.

Data at the heart of the performance strategy

With Kwanko, i-Run initiated an ambitious transformation aimed at repositioning affiliation as a central lever of its acquisition strategy. The objective was to fully integrate this channel within a global ecosystem including SEA, SMA, and display, while rebalancing the value between the different touchpoints of the customer journey. This notably involved better recognizing the role of top-of-funnel levers, which are often underestimated, and building a unified vision that is more faithful to the reality of performance. This evolution required a structural paradigm shift: moving from a tracking logic to a true attribution logic.

To support this change, i-Run and Kwanko chose to rely on the ThankYou Analytics solution. This solution allows collecting all data, tracking performance in real-time, and finely customizing attribution models. Thanks to this technological foundation, the teams now have a reliable and actionable view of the customer journey, essential for effectively steering performance.

The strategic choice: a linear attribution model

After several simulation phases, i-Run opted for a linear attribution model, based on an equitable distribution of value among the different contributing levers. Specifically, this model allows valuing channels such as content, comparison shopping engines, or affinity affiliates, while excluding specific levers like SEO or brand SEA.

The contribution of each touchpoint is thus distributed in a balanced manner, providing a more faithful view of user journeys. This choice not only allows better reflecting the reality of purchase behaviors but also encourages discovery levers and rebalances marketing investments in favor of a more sustainable performance.

Concrete results from the first year

After one year of deployment, the results are significant:

• +8.29% revenue measured via the new solution
• +26% growth vs N-1
  
• -3.25 points cost of sales (COS)
  
• 3x increase in visits from top-of-funnel levers
  
• +€67K revenue generated by top-of-funnel media
  
• +100 new affiliates recruited

Another strong signal: buying guides and editorial content are becoming major performance levers for the program.

Beyond the technological dimension, this project relied on structured and progressive support. Affiliates were prepared for remuneration changes, financial impacts were simulated beforehand, and new models — such as cost per visit or bonus systems — were put in place. Continuous monitoring allowed adjusting the mechanisms based on observed performance.

This global approach demonstrates that the success of an attribution project relies as much on data analysis as on the capacity to manage change.

A winning collaboration

The success of this project relies above all on close collaboration between the teams from i-Run, ThankYou Analytics, and Kwanko experts. This synergy allowed successfully carrying out an ambitious transformation and establishing new standards in performance measurement.

We thank our partners for their trust, as well as all the teams mobilized for their expertise and commitment to this structural project.

Kwanko, strategic performance partner

For over 15 years, Kwanko has supported e-merchant i-Run in developing its affiliate program on a European scale.

This project perfectly illustrates our commitment to:
👉 Going beyond tracking
👉 Providing a strategic reading of data
👉 Activating sustainable growth levers

Do you want to boost sales for your e-commerce site and better understand the actual contribution of your acquisition levers?

Kwanko experts accompany you to build a tailor-made attribution strategy adapted to your business challenges.

Contact us to discuss it: sales-fr@kwanko.com