Otrium had experienced rapid growth over the years, largely driven by performance marketing. However, as competition intensified and costs per click increased, sustaining profitable growth became more challenging. Together with their partners Draft Digital, Billy Grace, and Talpa Media, Otrium developed an innovative, integrated brand and media strategy. This new approach combined cutting-edge technology, AI, and creativity to create a sustainable marketing ecosystem that drove both brand awareness and performance.
“Thanks to this approach, we’ve developed a scalable brand strategy that directly contributes to our commercial objectives. The combination of creativity, technology, and data-driven media allows us to truly stand out in a competitive market.”
Philip Sonneveldt
Head of Growth at Otrium
Challenge
Otrium’s rapid growth had led to rising CPCs and declining conversion rates. Despite expanding their media mix with upper-funnel channels like Radio, DOOH, and Digital Audio, they lacked visibility into the full customer journey. Traditional attribution models failed to demonstrate the true impact of these channels on sales. With a complex customer journey across both their website and app, Otrium struggled to understand how their marketing efforts were driving customer acquisition and long-term growth. To scale effectively, they needed a unified solution that could measure every touchpoint and provide clear insights into which channels were truly driving value.
Approach
In collaboration with Draft Digital, Billy Grace, and Talpa Media, Otrium implemented a data-driven solution that connected their CRM data with marketing touchpoints. By integrating Billy Grace, they gained full-funnel visibility, allowing them to see the contribution of every channel, from upper-funnel awareness to lower-funnel conversions. This approach enabled Otrium to:
Track upper-funnel channels like Radio and DOOH, proving their significant role in customer acquisition.
Optimize budget allocation, confidently shifting funds to branding channels with measurable impact.
Use AI-powered optimizations and voice cloning for dynamic, personalized radio ads, increasing efficiency and relevance at scale.
This integrated approach empowered Otrium to measure and act on insights across the entire customer journey, aligning marketing efforts with long-term growth objectives.
Results
After implementing Billy Grace, Otrium gained actionable insights that allowed them to optimize their marketing efforts for growth:
6.38 ROAS
performance measured on the combination of Radio, Digital Audio, and DOOH. Comparable to performance media like Social Media, showing that branding can contribute directly to both performance and long-term growth.
+27% YOY new customer increase
with a 84% surge in the second half of the year.
+4% increase in revenue
compared to the previous year, demonstrating the success of the branding strategy.
+41% more brand searches
on Google, even with just a 7% increase in spend, showing enhanced brand awareness.
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App + web tracking within Billy Grace enabled full, holistic attribution.
Branding channels could, for the first time, be evaluated on ROAS, CPA, and new customer contribution.
DOOH + radio delivered performance results that matched or outperformed traditional channels.
The CRM integration made customer value, product impact, and retention potential visible.
Industry
Finance
Channel integrations
Backend integrations
Custom
Case Study
How Kees de Boekhouder finally proved the impact of upper-funnel channels
Together with their performance agency partner Draft Digital, Kees de Boekhouder discovered that the real challenge wasn’t a lack of channels or ambition, but a lack of clarity. As the team expanded from search into TikTok, YouTube, display, and social, upper-funnel activity was clearly driving momentum, yet traditional attribution tools failed to capture its true impact.
Draft Digital played a key role in identifying where measurement broke down and how disconnected data was holding back confident decision-making. By adding Billy Grace as a unified measurement layer and connecting marketing data directly to CRM outcomes, Kees de Boekhouder and Draft Digital unlocked full-funnel visibility. For the first time, they could validate the contribution of branding and upper-funnel channels, and scale budgets based on what actually drives profitable growth.
“We can now clearly see what works. Not only by channel, but also in lead quality and conversion. That gives us a solid foundation for growth.”
Daniël Muller
Head of Growth, Kees de Boekhouder
Challenges
Kees de Boekhouder is the go-to accounting firm for freelancers in the Netherlands. To fuel further growth, the team deliberately expanded beyond search into a broader media mix, including TikTok, YouTube, display, Meta, and Bing. This diversification reduced reliance on word-of-mouth and branded search, and significantly increased reach.
But as spend and channel complexity grew, clarity declined.
Traditional analytics platforms, including GA4, focused heavily on last-click signals. As a result, upper-funnel channels appeared to contribute little or nothing, despite clearly influencing demand. Display and social channels claimed conversions in their own dashboards, yet generated few direct leads in analytics. At the same time, lead quality started to fluctuate, without a clear explanation of which channels or campaigns were responsible.
In short: budgets were increasing, but the true value of each channel remained invisible. Without understanding which touchpoints influenced high-quality leads and closed deals, it became impossible to scale with confidence.
Approach
Together with agency partner Draft Digital, Kees de Boekhouder set out to replace assumptions with insight. The solution was to connect marketing performance directly to sales outcomes by integrating HubSpot CRM with Billy Grace.
This integration created a single, unified view of the full customer journey,from first impression to closed client. Instead of looking at channels in isolation, every interaction was captured and stitched together into one evolving journey.
Billy Grace applied Unified Marketing Measurement (UMM) models to fairly assign value to every touchpoint, including impressions that never resulted in a click. This meant that channels designed to create demand (such as TikTok, YouTube, and display) were finally measured on their real influence, not just their last-click performance.
By linking marketing data with CRM outcomes, lead quality and conversions could be analyzed by channel, campaign, and touchpoint. When leads converted into clients, journeys were automatically updated, revealing which channels drove not just leads, but profitable growth.
For the first time, Kees de Boekhouder and Draft Digital had full-funnel visibility, allowing them to shift budgets with confidence, validate the role of upper-funnel media, and make decisions based on cost per client rather than assumptions.
Results
With these insights, the team could shift budgets confidently, knowing what actually worked. Not just what got the last click.
+34% of previously unattributed conversions were assigned to the actual influencing channel
By stitching impressions, clicks, and CRM outcomes into one journey, Billy Grace reassigned conversions that were previously invisible in traditional analytics platforms. This revealed which channels actually influenced demand, not just the ones that captured the final click.
+40% more leads generated by Meta
Meta was driving significantly more leads than platform and last-click reporting showed. With full-funnel attribution in place, its true contribution became visible, allowing budgets to be evaluated on real impact instead of underreported results.
TikTok performance revealed
TikTok generated more leads than previously attributed. This revised impact measurement influenced future strategic decisions across the funnel.
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✅ TikTok and other upper-funnel channels aren’t just for awareness. They drive measurable business impact over time. ✅ Connecting marketing and CRM data changes how you see performance. ✅ Channel decisions should be based on cost per client, not just cost per lead. ✅ AI-powered attribution makes branding provable, not just plausible.
Industry
Fashion & Retail
Channel integrations
Backend integrations
Magento2 (Adobe Commerce)
Case Study
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.
Industry
Fashion & Footwear
Channel integrations
Backend integrations
Shopify
Case Study
How TOMS Cut CPL by 50% and Gained Full-Funnel Insights using Billy Grace
“Billy Grace helps us make decisions with confidence. We’re no longer guessing; we know where to invest and how to grow.”
Leticia Pérez Muñoz
E-commerce Manager EMEA
Results
8+ hours saved weekly on reporting
Reporting that previously consumed a full Monday of the whole team now wraps up by early afternoon. This time gain enables the team to focus on planning and strategy instead of manual tasks.
-50% cost per lead
By testing new creative formats like UGC and giveaways, the team leveraged Billy Grace’s cross-channel attribution to uncover not only cheaper leads on Meta but also higher-quality traffic across the funnel, enabling faster, data-driven scaling beyond the limits of platform dashboards.
Smarter spend decisions through Full-Funnel visibility
Despite mixed platform signals, Billy Grace revealed that Meta’s upper-funnel spend drove increased direct and organic demand while Google proved its strength as a lower-funnel driver. As a result, they maintained Meta investment and boosted Google budget, leading to the improved cost per lead.
Challenge
A lack of clarity impacted both strategic decisions and team efficiency. Before using Billy Grace, TOMS had limited visibility into their full marketing performance and saw room to improve how they measured impact across channels. The use of GA4 led to fragmented, modelled data, especially problematic across different European consent behaviours. While some markets were well-represented, others lacked sufficient visibility. This made it hard to trust channel performance and led to over-reliance on last-click dashboards.
Approach
Billy Grace replaced GA4 as the core analytics platform for TOMS’ marketing and DTC reporting. The Shopify integration offered a stable sales data foundation, while the attribution model provided cross-market consistency.
By testing new creative formats like user-generated content and giveaways to better understand what resonates with our audience. While Meta showed immediate performance shifts, the real value came from Billy Grace’s attribution insights. By connecting the dots across channels, Billy Grace confirmed that these creative changes not only drove cheaper leads in Meta but also contributed to higher-quality traffic downstream while focusing on product. This cross-channel validation gave the team the confidence to scale awareness and consideration campaigns, faster and back decisions with data beyond what platform dashboards alone could show.
On Meta, clicks rose by +2% and CPC dropped by -12% (H1 YoY), with impressions stable, signaling more efficient campaigns. Although Meta showed a drop in purchases and ROAS, Billy Grace revealed a lift in Direct and Organic traffic, with blended ROAS exceeding benchmarks. This showed our upper-funnel spend was driving demand, so TOMS chose to maintain investment.
In Google, TOMS increased budget while impressions fell, but both conversion rate and conversion value improved, confirming its role as a strong lower-funnel driver.
With better visibility, TOMS reallocated budget to high-performing markets, scaled branding campaigns, and leaned into creative formats like user-generated content. The Dutch market became a testing ground before rolling out strategies Europe-wide.
Weekly trade reports, product insights, and channel attribution are now all driven from Billy Grace, allowing the team to plan, adapt, and scale with confidence.
Key takeaways
Billy Grace provided a single, unified view of performance across all channels, enabling smarter decisions and smoother team alignment.
Full-funnel attribution gave TOMS the confidence to scale brand campaigns.
ROAS insights helped reallocate budgets across markets and formats.
The team now runs data-driven seasons, preparing proactively for seasonal dips and high-impact campaigns like Cyber Week.
Industry
Media & Journalism
Channel integrations
Backend integrations
Custom
Case Study
Smarter attribution, stronger results: NRC’s 37% growth story
“Billy Grace has helped us adopt a data-driven strategy that goes beyond last-click. With clear insights into upper-funnel channels like TikTok and Reddit, we’ve been able to optimise our marketing mix and spend our budget more efficiently.”
Nikki Duijkers
Digital Marketeer
Results
37% more subscriptions from paid channels
NRC achieved a 37% increase in subscriptions from paid channels compared to the same period the previous year. By gaining deeper insights into channel performance, the cost per acquisition stayed within target, demonstrating that smarter investments drive better results.
Facebook was reintroduced as a key channel
NRC previously discontinued its use of Facebook based on insights from GA4. However, with the introduction of Billy Grace, the platform was re-evaluated and retested, yielding a strong, positive ROI.
CPA remained within target, even with more spend
Despite allocating more budget to experimentation and upper-funnel channels, NRC managed to maintain its target cost per acquisition. With accurate cross-channel measurement, the team could invest more confidently without risking efficiency.
Faster data, faster decisions
Unlike GA4, Billy Grace delivers conversion insights in near real-time. This gives NRC the ability to optimise campaigns much quicker, and adapt budget decisions day to day instead of relying on lagging data.
Challenge
Before Billy Grace, NRC‘s marketing strategy logically relied on GA4 data. And while GA4 covered the basics, it missed some key elements.
Upper-funnel platforms like Reddit showed little to no conversion activity, making it nearly impossible to justify their value. NRC’s platform prioritizes user privacy, with settings that limit cookie-based tracking, enhancing data protection and fostering greater trust with users. As a result, most decision-making was based on last-click conversions, leading to an over-focus on bottom-funnel performance.
This caused several issues:
Channels like Reddit were cut prematurely or underfunded.
Upper-funnel channels received little credit, despite being essential for long-term growth.
Budget decisions were reactive and based on last-click data.
The marketing team was missing visibility into how top-funnel activity contributed to subscriptions.
Approach
With SDIM leading the implementation, NRC partnered with Billy Grace to overhaul its attribution model and bring clarity across the entire marketing funnel.
About SDIM SDIM is the agency where creativity, data, and results come together. Since 2006, SDIM has been driven by a passion for our craft, delivering growth and digital success for a wide range of clients: from e-commerce to lead generation and from B2B to non-profit organizations. SDIM enables top-level digital marketing for organizations of all kinds.
Approach The first step was to compare GA4 to Billy Grace to gather data and decide what software to use as the primary decision-making tool. In its place, Billy Grace’s multi-touch attribution and view-through tracking became the foundation for performance analysis. This shift enabled NRC to accurately assess each channel’s contribution throughout the full customer journey, including touchpoints GA4 previously overlooked.
Armed with deeper insights, NRC began retesting campaigns on Facebook, which revealed a higher conversion impact than GA4 had shown. Channels like TikTok and Reddit were given a better chance to succeed when tested. As testing resumed, NRC saw clear evidence that these upper-funnel efforts were driving meaningful results. This creates an opportunity to explore and test additional channels in the future.
While GA4 and backend data still serve as validation tools, Billy Grace now guides core budget decisions. NRC has also started automating daily budget adjustments by channel, with the long-term goal of fully automating budget optimisation, allowing the team to scale results without increasing manual workload.
Key takeaways
Upper-funnel channels like TikTok and Reddit proved their value once more advanced attribution models were applied.
Last-click measurement was replaced with a smarter approach, using Unified Marketing Measurement, unlocking more accurate insights and better results.
Campaigns are now optimised faster, thanks to quicker conversion feedback from Billy Grace.
Budgets are no longer based on GA4 limitations, they’re driven by performance across the full funnel.
Industry
Fashion
Channel integrations
+2
Google Ads
Meta Ads
Bing Ads
Snapchat Ads
TikTok Ads
Pinterest Ads
Criteo
Backend integrations
Magento2 (Adobe Commerce)
Case Study
44% Stronger ROAS and 80% Time Saved: How Winkelstraat.nl Scaled Smarter
“With Billy Grace and the support of IWB, we’ve moved from guesswork to clarity. Smarter attribution and automation allowed us to scale underused channels like Snapchat and TikTok, cut inefficiencies, and grow both performance and profitability, without growing our workload.”
Joost van der Veer
CEO Winkelstraat.nl
Results
+44% stronger blended ROAS with UMM
UMM attribution revealed a blended ROAS that was 44.1% higher than the MTA model, unlocking the true impact of upper funnel channels.
+12% YoY ROAS growth
Compared to November and December 2023, Winkelstraat.nl achieved an 11.7% uplift in return on ad spend in 2024.
-18% YoY CPA
CPA dropped by 17.9% compared to the previous year, reflecting more efficient spend and smarter budget allocation.
-80% time spent managing bidding strategies
By using Billy Grace, marketing agency IWB reduced the time needed for manual campaign management by around 80%. This made it possible to manage four social channels in the same time it used to take to manage just one.
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Winkelstraat.nl was ready to take the next step in how they measured and managed marketing performance. Together with their agency partner IWB, they were looking for more clarity across an expanded mix of active channels. The aim was to move beyond assumptions and understand the real contribution of each platform to sales. Without advanced, independent attribution, high-potential channels like Snapchat and Pinterest did not receive the investment they might deserve. At the same time, manual bidding made it harder to adjust quickly and scale efficiently. Smarter use of data was the key to moving forward.
Approach
Winkelstraat.nl introduced Billy Grace at the end of 2023 to bring more clarity, efficiency, and control of their marketing operations. With the UMM model, they gained deeper insight into the true value of each channel, especially in the upper funnel. This empowered the team to confidently increase focus on underutilized platforms like TikTok and Snapchat.
By enabling Billy Grace’s Autopilot, Winkelstraat.nl automated bidding and budget allocation across all channels. This eliminated manual adjustments and ensured spend consistently followed performance. It not only saved time, but made every euro work harder. For agency partner IWB, this led to significant time-saving, freeing up time to manage multiple platforms simultaneously and focus more on strategic and creative efforts like content and campaign optimization.
Key takeaways
Independent attribution gave Winkelstraat.nl and IWB the confidence to scale underused but high-potential channels like Snapchat and TikTok.
Understanding true channel impact allowed for more accurate, margin-focused budget decisions.
Automations did not just save time, it unlocked a more consistent and agile way to manage campaigns across all platforms.
Data-driven decision-making replaced assumptions, creating a foundation for long-term marketing efficiency and performance.
Industry
Automotive
Channel integrations
Backend integrations
Custom
Case Study
How Louwman BYD linked branding campaigns to measurable business results
“Thanks to Billy Grace, we can finally back up our branding efforts with solid data. It strengthened internal trust to invest consistently in the upper funnel.”
Guus Bakker
Performance Marketeer – Abovo Maxlead
Results
60+ test drive requests traced linked to branding campaigns
By using Billy Grace’s extended attribution windows, the team was able to show that one upper funnel campaign had led to over 60 test drives, a number that would’ve gone unnoticed with traditional analytics tools.
Stronger justification for upper funnel investments
Campaigns on YouTube and display now show measurable long-term impact, which has built internal trust and made it easier to allocate budget to branding.
Clearer cross-channel analysis
The team now works from a single source of truth when evaluating campaign performance, making cross-channel optimizations more targeted and less biased toward last-click data.
Improved media planning
With better attribution and deeper insights into long customer journeys, Louwman BYD is rethinking the balance between short-term performance and long-term brand building.
Challenges
Measuring the true impact of branding in the automotive sector was extremely difficult before using Billy Grace.
The automotive customer journey is extended, often lasting weeks or months.
Traditional analytics tools, such as Google Analytics, lacked sufficiently long attribution windows to capture this extended journey.
Consequently, only performance-driven campaigns appeared to yield measurable results.
This led to an increased emphasis on lower-funnel activities.
The contribution of top-of-funnel channels like display and video remained unclear.
Justifying branding investments was challenging due to the lack of reliable supporting data.
Approach
Billy Grace entered the picture through a client day hosted by Abovo Maxlead, where the platform’s capabilities caught the team’s attention. Since Louwman was already using Billy Grace for another brand, onboarding was straightforward. The team began using Billy Grace primarily for attribution, focusing on the ability to track customer journeys over a longer period of time. This was crucial for an industry where conversions rarely happen after a single interaction.
They are now testing automated campaign rules to manage optimizations more efficiently. Billy Grace has since become their go-to platform for understanding marketing performance across the entire funnel. By moving beyond simple click metrics and focusing on long-term impact, the team can now directly link branding efforts to measurable business results.
In one standout example, they found that a YouTube and display campaign, previously undervalued, was responsible for more than 60 test drive requests. These insights have helped shift the internal conversation around branding, providing data-backed proof that upper funnel activity delivers concrete results.
Key takeaways
The extended attribution windows in Billy Grace finally showed the real value of top-of-funnel branding.
Branding campaigns that once seemed intangible are now visibly contributing to test drive requests.
Marketing budgets are now more confidently distributed between branding and performance.
The team continues to expand their setup, with future goals including offline media measurement and using more automations.
“By integrating Billy Grace’s attribution model, we’ve gained clarity into channel contributions and campaign effectiveness across our platforms. These actionable insights have empowered us to distribute our budget more strategically and reduce acquisition costs significantly.”
Richelle Oostrom
Growth Specialist
Results
The implementation of Billy Grace led to measurable improvements in Veloretti’s marketing efficiency and cost-effectiveness:
Around 30% reduction in CPA
Significant cost savings allowed for increased investment in upper-funnel campaigns.
Around 20% increase in orders
Improved targeting and attribution led to higher conversion rates.
Challenge
Veloretti aimed to refine its marketing performance by improving data consistency across multiple platforms, ensuring a more accurate understanding of channel contributions to conversions. While leveraging analytics- and upper-funnel marketing platforms, the data often presented discrepancies, making it difficult to identify the true impact of each channel. This lack of clarity led to suboptimal budget distribution, ultimately increasing acquisition costs. Veloretti sought a solution that would centralize their data and provide actionable insights to drive more strategic marketing decisions.
Approach
Billy Grace provided Veloretti with a unified, reliable marketing attribution model, enabling the brand to track campaign performance more accurately across all channels. By leveraging advanced attribution insights, the company was able to:
Identify the true impact of each channel and adjust budget allocation accordingly.
Effectively utilize the platform to achieve and exceed performance targets.
Improve reporting efficiency by centralizing marketing data into a single, actionable dashboard.
Gain confidence to invest more in upper-funnel channels like YouTube and TikTok, which were previously underutilized due to measurement difficulties on the actual impact.
By integrating Billy Grace into its weekly reporting processes and daily campaign optimizations, Veloretti could optimize its marketing investments, ensuring ad spend was allocated to the most effective channels while maintaining a strategic balance between upper and lower-funnel activities.
Key takeaways
A single source of truth eliminates conflicting data and improves decision-making.
Precise attribution allows for more efficient budget allocation, lowering CPA significantly.
Increased confidence in upper-funnel marketing leads to greater brand visibility and long-term growth.
Scaling automations within Billy Grace is the next step towards maximizing efficiency.
Industry
Automotive
Channel integrations
Backend integrations
Custom
Case Study
How DAS Import increased quote requests by 31% while reducing costs by 23%
“Billy Grace finally offers us insight into what works, even when it comes to offline campaigns. The linking of various data sources and the clear reports allow us to steer much more specifically on returns. The platform feels like a smart colleague who thinks along with us and looks ahead.”
Job Das
Founder
Results
Since implementing Billy Grace’s marketing analytics and automation solution, DAS Import significantly optimized its marketing strategy. Key results achieved in just six months include:
+31.2% requests for quotes
Improved targeting and smarter channel allocation resulted in a sharp increase in qualified quote requests.
-23.3% cost per quote reduction
Automated budget allocation helped DAS Import achieve a significant reduction in the cost of acquiring each quote request. This resulted in better resource allocation without sacrificing campaign outcomes.
-8% ad spend reduction
With more efficient allocation of marketing budgets, DAS Import was able to lower its ad spend while still maintaining performance levels, making the advertising spend more effective.
Ability to measure conversions from radio campaigns
Following the strong performance of its radio campaigns, DAS Import has decided to reinvest in radio advertising and expand its efforts to include TV commercials as well.
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Before implementing Billy Grace, DAS Import faced a common but critical challenge: understanding the real impact of upper-funnel marketing activities.
Despite significant investment in channels like YouTube and radio, there was little visibility into how these efforts translated to tangible results like quote requests or conversions. This data blind spot made it difficult to justify branding spend, leading to inefficient budget allocation and hesitancy to scale investments. Additionally, discrepancies between backend performance and tools like GA4 caused further friction in decision-making.
Approach
Together with Happy Horizon, DAS Import implemented Billy Grace to bring structure and measurable outcomes to their marketing investments. The focus was placed on:
Unified Marketing Measurement (UMM) Model: Billy Grace’s UMM model helped DAS Import gain clearer insights into the impact of their branding activities, particularly on YouTube and radio. By tracking both online and offline channels together, DAS Import was able to see the true effect of these campaigns on overall performance.
Automated budget optimization: The platform allowed DAS Import to automate the redistribution of their marketing budget based on real-time performance data, ensuring that funds were allocated more effectively across all channels.
Offline data integration:DAS Import incorporated offline media data (like radio) into their digital performance measurement system, enabling a more complete picture of campaign success and offering new opportunities for optimizing budget spend.
Key takeaways
Radio has proven to be an effective channel for generating new quote requests.
Full-funnel visibility enabled smarter investment in both branding and performance channels.
Smarter attribution revealed the true value of upper-funnel platforms like Meta and YouTube.
Automated budget optimization led to reduced costs while improving results.
A strong foundation for future growth has been established through consistent, data-driven marketing.
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