Joolz Transforms Marketing Attribution with Billy Grace
Joolz, a well-known baby stroller brand, saw an opportunity to enhance the impact of its marketing campaigns. They had relied on last-click attribution, which provided an incomplete picture of their full-funnel campaigns' success. They recognized the potential for a comprehensive solution to make better decisions and achieve better results.
Brief overview of the company and its goals
Joolz designs high-quality, innovative strollers for modern parents. Joolz is dedicated to making life easier for families. Their products combine functionality and style, catering to parents who value practicality and aesthetics.
Joolz wanted to improve its marketing strategy by using a solution that could give a complete view of the customer journey, accurately measure the impact of different marketing channels, and optimize budget allocation to make campaigns more efficient and effective.
Challenges
Before using Billy Grace, Joolz faced several challenges:
- Data Privacy and Tracking Limitations: Privacy regulations and the decline of third-party cookies hindered the ability to track conversions, complicating the measurement of marketing effectiveness.
- Complex Customer Journey: The long decision-making process, from early pregnancy to post-birth, made it difficult to track and measure conversions accurately.
- Attribution Issues: Last-click attribution models gave an incomplete picture, ignoring the contributions of other marketing activities in the customer journey.
Due to these challenges, Joolz gained insufficient insights from their data and was unable to make informed decisions. A new approach in these areas was necessary to ensure they could make accurate and effective marketing decisions once again.
Solution
Joolz used several features within Billy Grace to tackle these challenges:
- First-party data collection and attribution: Billy Grace uses their own pixel to gather anonymous session data that complied with GDPR, allowing accurate measurement of the customer journey.
- Centralized analytics platform: It integrated data from all marketing channels into one platform, providing a unified view of performance.
- AI-powered optimization: It automated campaign management and budget allocation based on performance metrics, saving time and improving efficiency.
Results
After implementation, Billy Grace contributed to some significant improvements in Joolz’s achievements:
- Insight in branding effect: More accurate attribution models provided better insights into the performance of branding campaigns, allowing for more strategic decision-making. The UMM model showed that 25% of the total revenue was attributed to branding campaigns. Their contribution to conversions was much higher than initially thought.
- Improved campaign efficiency: Automated adjustments in bids and budgets optimized spending contributed to a higher return on ad spend and improvement in conversion rates both domestically and internationally. Within the Netherlands, ROAS increased with 8.33% and total conversions increased by 55.45%. In the US, ROAS increased with 37.1% and total conversions increased by 67.3%.
- Saving time with automation: “Since our start with BG, our budgets and biddings were optimized 475 times within the Netherlands and 280 times within the US. The time Joolz saved on optimizing this manually is huge.”
Together, these improvements collectively enabled Joolz to make better decisions based on accurate data insights and automation. This holistic approach ensured they could optimize their marketing efforts and achieve better results.
Conclusion
By implementing Billy Grace, Joolz overcame the limitations of last-click attribution and gained a comprehensive view of its marketing performance. The platform’s advanced data collection, centralized analytics, and AI optimization empowered Joolz to make informed, strategic decisions that improved campaign efficiency and effectiveness. Moving forward, Joolz plans to continue using these insights to balance short-term performance with long-term brand building, ensuring sustained growth and customer satisfaction.
