PME Legend: growing in a hypercompetitive market with data-driven confidence

Together with their strategic agency partner Yellowgrape, PME Legend realized that the missing piece wasn’t effort, but insight. Branding and mid-funnel activities were influencing demand, yet traditional attribution models didn’t capture their impact. Platform dashboards provided conflicting signals, making it difficult to understand where budget actually created value.

Yellowgrape played a crucial role in shaping the new strategy by helping PME Legend evaluate where data gaps were limiting decision-making. With Billy Grace added as the unified measurement layer, PME Legend and Yellowgrape finally gained full-funnel visibility, allowing them to allocate budgets with confidence, validate branding’s contribution, and scale smarter across all channels.

“We always played the performance game well. But with Billy Grace, we finally see the full picture and use every euro more intelligently by focusing more on top-funnel advertising.”

Brian Winters

Teamlead Performance Marketing, Just Brands (PME Legend)

Results

€400K in waste spend reallocated

By identifying overspending in saturated channels, PME shifted budget into high-performing upper-funnel tactics.

+18% ROAS uplift

Redistributed budgets and clearer attribution led to immediate revenue gains and smarter scaling decisions.

4 hours saved per week

Unified dashboards eliminated fragmented analytics work, enabling the team to act faster and more confidently.

13% Improved attribution results

through Unified Marketing Measurement (UMM) versus traditional MTA. Billy Grace revealed previously invisible branding impact and corrected channel credit across the funnel.

Challenges

Before implementing Billy Grace, PME Legend faced several key challenges:

• Limited attribution visibility: reliance on last-click models left branding results invisible.
• Rising acquisition costs: CPCs increased as competition grew.
• Unbalanced budget allocation: 60–70% of spend was focused on the bottom funnel.
• Waste spend: no clear view on true performance across channels.

PME and Yellowgrape recognized that this bottom-funnel bias limited both long-term growth and the ability to measure brand impact.

Approach

In early 2025, PME Legend and Yellowgrape introduced Billy Grace to break their reliance on fragmented platform data and last-click attribution. For years, performance marketing had delivered strong results, but rising CPCs and increasing competition in the fashion industry made it clear that bottom-funnel tactics alone could no longer drive growth. What they needed was a truthful, unified view of the entire customer journey.

Billy Grace became that single source of truth. By integrating data from Google, Meta, YouTube, TikTok, Snapchat, and Magento, the team finally saw how upper-funnel campaigns influenced conversions downstream. Channels previously underestimated, like Snapchat, turned out to play a far bigger role than previously suggested.

With this clarity, PME Legend identified nearly €400K in oversaturated or inefficient spend and shifted that budget toward channels and funnel stages that delivered more incremental value. Automated dashboards replaced manual reporting, saving the team four hours every week and enabling faster, data-driven decisions.

Most importantly, Billy Grace gave PME Legend the confidence to rebalance their branding strategy. They moved focus to a full-funnel approach where branding, consideration, and conversion now work together, supported by attribution insights they can trust.

Key Takeaways

• Full-funnel attribution drives long-term growth, and brand building fuels performance.
• Unified data visibility unlocks smarter budget allocation.
• Automation and integration save significant reporting time.
• Even small initial insights grow over time: 13% better measurement today leads to better decisions and exponential impact tomorrow.
• Balancing branding and performance is the key to thriving in hypercompetitive markets.