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Cbazaar Case Study:
Went From Attribution Chaos to 100% Decision Confidence

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How cbazaar, an Indian fashion e-commerce store serving the US, eliminated conflicting data across Facebook, Google, and Shopify to optimize $30,000+ monthly ad spend with complete confidence

task_altSaved 10+ hours weekly on attribution analysis

task_altAchieved 100% confidence in budget decisions (up from 0%)

task_altUnified 3 conflicting platform reports into single source of truth

task_altEnabled cross-team alignment with 5 Forces framework

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Key Results at a Glance

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0% → 100%

Attribution Confidence Achieved

$30,000+

Monthly Ad Budget Optimized with Confidence

30,000+

Product SKUs Effectively Managed

10+ Hours

Weekly Time Savings on Attribution Analysis

“Before Wicked Reports, I was forced to take bets on my gut feeling because Facebook, Google, and Shopify all told different stories. Now, I finally have data I can trust and a framework I can confidently build on.”

 

Rajesh NaharRAJESH NAHAR

CEO & Co-Founder of Cbazaar.com

Cbazaar Limited E-commerce Fashion | Founded 2005

Undeline

Cbazaar serves the South Asian diaspora in North America with authentic Indian ethnic fashion for weddings, festivals, and cultural celebrations. Led by CEO and Co-founder Rajesh Nahar, who manages both CEO and CMO responsibilities, the company faces unique e-commerce challenges:

 

Inventory Complexity: 30,000+ SKUs with unpredictable demand patterns.

Low Repeat Rates: Customers typically purchase once per year for special occasions.

New Customer Dependency: Business sustainability requires constant new customer acquisition.

Monthly Revenue Pressure: Critical KPIs demand accurate attribution for survival.

Who is

The attribution crisis that derailed
Confident Decisions

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Cbazaar was dealing with three completely different performance stories across Facebook Ads, Google AdWords, and Shopify analytics...
making it impossible to determine which campaigns to scale, maintain, or eliminate.

“I had a different story from Facebook Reports dashboard. I had a totally different story from Google AdWords. For me to stitch all these three different stories together and decide which campaign to scale, chill, or kill was not just difficult—it was chaos.”

 

Rajesh NaharRAJESH NAHAR

CEO & Co-Founder of Cbazaar.com

This wasn't just an inconvenience—it was an existential threat to a business that depends entirely on new customer acquisition. With customers typically purchasing only once per year for weddings and festivals, cbazaar couldn't afford to misallocate even a fraction of their $30,000+ monthly ad spend. Every wrong decision based on conflicting attribution data meant missing the potential new customers they needed to hit monthly revenue targets.

Conflicting Data Stories

  • Facebook claimed one ROAS figure

  • Google reported completely different numbers

  • Shopify showed another story with view-throughs

  • Reality: Complete uncertainty about true performance

Strategic Blindness

  • Unable to identify which of 30,000+ SKUs drove profitability

  • Couldn't determine optimal customer acquisition costs

  • No way to validate whether premium products justified higher CAC

  • Zero visibility into true channel contribution

“I had to take a lot of bets on my own gut feeling. Of course, I had data, but at the back of the mind, I was never confident of the data. Sometimes it paid, sometimes it backfired.”

 

Rajesh NaharRAJESH NAHAR

CEO & Co-Founder of Cbazaar.com

Attribution Testing Chaos

  • Different campaigns with different attribution windows

  • 7-day click on some, 1-day view on others

  • No consistency across campaigns

  • Burning budget to find the "right" settings

Financial Hemorrhaging

  • $30,000+ monthly budget allocated without confidence

  • Significant money burned testing attribution settings

  • Unknown waste from funding underperformers

  • Monthly revenue targets at constant risk

“I had different campaigns with different attribution settings. I didn't know which one is going to be the best for me. So I had to try on different combinations, burnt a lot of money, spent a lot of money with Meta.”

 

Rajesh NaharRAJESH NAHAR

CEO & Co-Founder of Cbazaar.com

Decision Paralysis

  • 10+ hours weekly reconciling platform differences

  • 2-3 days to make simple budget decisions

  • No framework for consistent decision-making

  • Every choice felt like gambling

Organizational Pressure

  • CEO/CMO dual role with conflicting data views

  • Monthly KPIs and targets at risk

  • Unable to explain decisions to stakeholders

  • Business sustainability threatened monthly

“I have my own KPIs as a CEO and CMO. So I had to deliver the monthly targets back to the company. Every month's revenue is key to sustainability of the business.”

 

Rajesh NaharRAJESH NAHAR

CEO & Co-Founder of Cbazaar.com

THE BREAKING POINT

Undeline

By early 2024, the situation had become unsustainable. The chaos wasn't just affecting marketing performance—it was threatening the entire business model.

 "I was never confident that which is working well. It was chaos. I needed a solution."

That's when former SEO consultant Mark Sejo, who had worked with cbazaar since 2005, made a critical introduction: Wicked Reports and the 5 Forces framework.

 "He told me about Wicked Reports in May 2024 and said, 'Rajesh, you need to try out this product.' That conversation changed everything."

The End of Marketing Analysis Paralysis?

One framework to align
intentions, attribution, and actions

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The implementation utilized Wicked Reports' 5 Forces AI framework, which introduced a structured
methodology for campaign analysis and optimization:

Force

Solution

 

Intention Setting

Each campaign was assigned a specific purpose (acquire new customers, drive immediate sales, generate cold traffic, retargeting)
 

Expectation Alignment

Different attribution models were applied based on campaign intentions (14-day linear for some, full impact last-click for others)
 

Outcome Measurement

Structured KPIs beyond ROAS, including NCAC (New Customer Acquisition Cost) for customer acquisition campaigns
 

Optimization Analysis

Systematic identification of underperforming elements
 

Action Implementation

Data-driven decisions on scaling, maintaining (“chilling”), or killing campaigns

The implementation of Wicked Reports utilized the 5 Forces AI Framework, introducing a structured methodology for campaign analysis, decision making, and optimization.

The Turning Point

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The moment it all clicked... "When I started measuring campaigns by their intentions—not just ROAS—everything became clear. A cold traffic campaign with 2x ROAS might be winning if it's bringing quality new visitors. A retargeting campaign with 4x ROAS might be failing if it should be at 6x. The 5 Forces framework gave me these insights automatically." This systematic approach didn't just solve the attribution problem, it fundamentally changed how cbazaar operates:

task_altDaily Routine: "First thing in the morning" checks replaced hours of analysis 

task_altDecision Speed: Days of deliberation became minutes of action

task_altTeam Alignment: Marketing language became company language 

task_altStrategic Clarity: Gut feelings became data-driven confidence

 

"90% of my questions are answered through the product, through the reports you have. That's something I appreciate and love."

With this foundation in place, the results were both immediate and compounding...

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Quantified Impact

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Using Wicked Reports and the 5 Forces AI framework, Cbazaar achieved significant measurable improvements:

Time Efficiency

Before: 10+ hours weekly on attribution analysis
After: 15 minutes daily checking 5 Forces AI
Impact: 38+ hours saved monthly "First thing in the morning, I check Wicked Reports. In minutes, I know exactly what to do."

Time Efficiency

Decision Confidence

Before: 0% confidence, 100% gut feeling
After: 100% confidence, 0% guesswork
Impact: No more analysis paralysis "At the back of my mind, I was never confident. Now I know this is something I can trust."

Decision Confidence

Organizational Alignment

Before: Marketing isolated, no common language
After: Operations and supply chain speak "5 Forces"
Impact: Company-wide data-driven culture "I taught the 5 Forces framework to operations and sourcing. Now we all speak the same language about decision-making."

Organizational Alignment

Attribution Accuracy

Before: All campaigns measured by ROAS only
After: Appropriate KPIs for each intention
Impact: True performance visibility "Some campaigns are meant for cold traffic, some for new customers. Now each is measured correctly."

Attribution Accuracy
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Key Insights and Takeaways

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Critical learnings for e-commerce brands facing similar attribution challenges

Attribution Beyond ROAS

 

One-Size-Fits-All Attribution Fails

Different campaigns need different metrics. New customer campaigns need nCAC, cold traffic needs visitor quality, retargeting needs conversion rates. Match the metric to the intention.

Structured Knowledge Transfer

 

Frameworks Scale Across Organizations

Cbazaar's operations team now uses the 5 Forces framework for inventory decisions. When marketing methodology becomes company methodology, silos disappear.

Decision Framework Over Data

 

AI Analysis Reduces Decision Fatigue

Attribution solutions must go beyond simply aggregating data - they need to provide a decision framework that transforms overwhelming information into clear directives.

Key Recommendation

 

Making (Easy) Decisions with 5 Forces AI

The 5 Forces AI interface shows every campaign's zone status, green (Scale), yellow (Chill), red (Kill), with specific next actions. Each directive is based on the intentions and thresholds you set, analyzed against your actual attribution data. What took Rajesh 10+ hours now takes 15 minutes each morning. One dashboard. Three possible actions. Complete confidence in every decision.

“Wicked Reports gives me trust in the data, saves hours every day, and brings peace of mind. The 5 Forces framework aligns my whole team on growth—I tell peers, just go for it.”

 

Rajesh NaharRAJESH NAHAR

CEO & Co-Founder, Net Avenue Technologies

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