Stop chasing vanity metrics. Start scaling profit.
Black Friday's coming - don't let bad data affect your profits
Trusted by ecom teams at Europe's leading companies
Trusted by ecom teams at Europe's leading companies
From vanity metrics to real profit
Every year, ecommerce brands pour millions into Black Friday and Cyber Monday campaigns chasing screenshots of record-breaking ROAS. The problem? ROAS doesn’t equal profit. If you’re not connecting ad performance to COGS, margins, and inventory, you’re gambling, not scaling.
This is where brands win or lose
Not on top-line revenue, but on sustainable Black Friday profitability.
By using MMM, incrementality testing, and epROAS (effective profit ROAS) before peak season, you stop guessing and start scaling on facts profitability.
epROAS that matters → returns after costs
MMM + Incrementality that stick → true incremental growth
Full-funnel clarity → marketing + finance + ops in one view
Everything updates live, no spreadsheets required.
Monitor high-level trends or go deep into SKU-level profitability.
epROAS that matters
epROAS is Dema's version of the widely used acronyms POAS and pROAS.
epROAS = how much net profit (after product and delivery costs) you earn per $/£ of marketing spend.
e stands for “expected” as in the expected returns.
P stands for profit, which in this case is Gross Profit 2.
Gross Profit 2 with expected returns is Net Gross Profit 2
Optimize spend allocation, maximize profitable growth
Get precise, actionable recommendations in seconds that will transform the way you drive growth
How Aim’n rewrote the rules of Black Friday
The Challenge
Aim’n, a global activewear leader, wanted more than a sales spike. They needed to avoid stockouts, protect margins, and scale profitably.
The Solution
Dema armed them with unified measurement, product-level profitability, and demand forecasting:
- No more stock guessing — bestsellers stayed live.
- Profit-first campaigns highlighted high-margin winners.
- Lean operations cut wasted spend and reinvested into growth.
With Dema, they achieved;
Gross Profit
+123%
Gross Margin
+93%
Revenue Growth
+14%
Full-funnel clarity
See the full picture, not just media performance.
Dema unifies every commercial driver across your funnel and every channel into one clear, causal view.
Using advanced modeling with ad-stock and saturation effects, Dema isolates each factor’s contribution to profit, delivering elasticity curves and profit-optimal budget recommendations across channels and markets.
The result: one shared language for decision-making, instead of fragmented, channel-biased metrics.
Powered by Marketing Mix Modeling (MMM) as its analytical backbone, Dema measures the true incremental impact of:
Paid channels; Search, Social, Affiliates, Influencers, Retail Media, CRM
Organic drivers; SEO, content, brand
Non-media levers; Pricing, promotions, Product Insights, inventory, and returns
No more conflicting models.
No more wasted spend. Just clear, profitable decisions.
"Black Friday has always been a key period for us, but this year we outperformed expectations. Dema’s platform allowed us to turn data into action and maximize both revenue and profitability."
Robin Mostacero
CEO
Aim’n
Guessing during peak is a losing strategy
You can’t switch on MMM or incrementality testing mid-November and expect clean results. Brands that start early enter BFCM with:
Benchmarks that hold up once CPMs surge.
Algorithms primed with incrementality signals.
Confidence to scale spend on proven channels and offers.
With Dema, MMM and incrementality run live in the background, feeding data into finance and growth teams so you enter Black Friday with a tested playbook, not a gamble.
Make BFCM your most profitable quarter yet
Black Friday is too expensive to waste on guesswork.
With unified measurement, you stop chasing vanity ROAS and start scaling margin-positive growth.
With Dema, you’ll;
1
Move from revenue to profit as the north star.2
Run MMM and incrementality tests before peak.3
Connect back-office costs with front-office decisions in real time.
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