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.
Industry
Travel
Channel integrations
Backend integrations
Custom
Case Study
Success Formula of Shoestring: 84% Growth in Upper-Funnel Bookings
“Thanks to Billy Grace, we now have much better insight into the impact of our upper funnel channels. This has allowed us to be more strategic and optimize campaigns in a more targeted way.”
Patrick van Zijl
Marketing Manager Shoestring
Results
Shoestring gained a clearer view of their marketing impact with Billy Grace, uncovering hidden inefficiencies and reallocating budget for stronger performance across the entire funnel.
50% over-attribution of in-channel bookings
Improved attribution revealed that previous data overestimated bottom-funnel conversions.
-60% impact of branded campaigns
More accurate attribution revealed an overreliance on branded campaigns, allowing for a smarter budget shift towards higher-impact channels.
+39%impact of non-branded campaigns
Data-driven insights highlighted the true value of non-branded campaigns, enabling more effective budget allocation.
+84% top-funnel bookings
By optimizing upper-funnel channels like Meta and YouTube, Shoestring successfully engaged more travelers at earlier stages, resulting in a significant increase in attributed bookings.
+394 bookings attributed to top-funnel channels
Improved attribution revealed the true impact of upper-funnel activities.
Challenges
Before partnering with Billy Grace, Shoestring encountered several key challenges:
Long Customer Journeys: Shoestring’s lengthy customer journeys involved multiple touchpoints before conversion, making it difficult to accurately attribute bookings and understand the true impact of each channel. Bottom-funnel campaigns often dominated conversion data, overshadowing the value of upper-funnel activities that engaged potential travelers earlier in their journey.
Privacy Regulations: Changes such as iOS 14.5 and the impending phase-out of third-party cookies further complicated tracking and limited visibility into user behavior and cross-channel and cross-device tracking.
Lack of Full-Funnel Insight: With limited data on upper-funnel channels like Meta and YouTube, Shoestring faced challenges in allocating budgets optimally across the funnel. This created opportunities to refine their strategy, adopting a more data-driven approach to drive bookings in a balanced and targeted way.
Approach
With Billy Grace, Shoestring implemented the Unified Marketing Measurement (UMM) model to gain actionable insights across their entire marketing funnel. This approach shifted their focus from bottom-funnel to top- and mid-funnel activities, enabling earlier customer engagement and more strategic budget allocation. By reallocating resources to high-performing channels, Shoestring reduced reliance on bottom-funnel campaigns. Moving forward, Shoestring plans to continue making decisions based on Billy Grace’s insights and will begin configuring Billy’s Autopilot feature for further optimization and efficiency.
Key takeaways
Accurate cross-channel attribution revealed the true impact of upper-funnel channels.
Gaining full-funnel insight allowed for smarter, more strategic budget allocation.
Shifting to data-driven strategies led to improved engagement and increased bookings.
Industry
IT Recruitment
Channel integrations
Backend integration
Custom
Case Study
How Calco reduced CPA by 45% through AI driven insights
“Billy Grace provides AI-driven automations and insights through the UMM model, helping us refine our marketing funnel and gain deeper insights for smarter campaigns and better results.”
Mart Postma
Head of Marketing & Communications
Results
Since implementing Billy Grace’s marketing analytics and automation solution, Calco significantly optimized its marketing strategy. Key results achieved in just six months include:
+44% number of qualified applications
By uncovering the impact of previously undervalued channels, Calco successfully attracted a significantly higher volume of qualified applicants.
-45% cost per application
Strategic budget reallocation and data-driven insights significantly lowered the cost of acquiring each applicant.
-20% advertising spend
Enhanced efficiency allowed Calco to achieve better results while reducing their overall marketing budget.
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Before implementing Billy Grace, Calco’s digital marketing team relied heavily on last-click attribution. This method failed to capture the full customer journey, resulting in incomplete insights and suboptimal decision-making. The main challenges they faced were:
Limited channel insights: Identifying the most effective platforms for driving quality applicants was difficult due to reliance on last-click attribution, which skewed budget allocation.
Fragmented data: Recruitment data was spread across multiple platforms, making it challenging to gain a unified view of the funnel and fully optimize performance.
Inefficient budget allocation: An overemphasis on certain channels resulted in a higher cost per applicant and an imbalanced marketing approach.
Calco aimed to improve their recruitment strategy by gaining a complete overview of their funnel. Their goal was to better understand candidate interactions across multiple touchpoints, allocate budgets more effectively across channels, and identify new opportunities to optimize campaigns.
Approach
Calco embraced the opportunity to enhance its marketing strategy by implementing Billy Grace’s solutions. Through a centralized analytics dashboard that integrated with their ATS, Calco gained full visibility across their recruitment funnel. Leveraging the UMM model, the solution revealed the impact of top-funnel channels like TikTok, enabling strategic budget shifts that significantly increased applicant volume. AI-driven insights helped Calco optimize campaigns, focusing resources on high-performing channels while reducing costs. Integrated into daily workflows, these insights became a key part of optimizing campaigns and achieving better recruitment efficiency over time.
Key takeaways
Unified data-driven insights empower smarter budget decisions, leading to more applications while reducing costs.
Shifting focus to top-funnel activities deliver higher-quality candidates and increase applications.
Integrating actionable insights into daily workflows drives sustained success in recruitment strategies.
Case Study
Joolz Transforms Marketing Attribution with Billy Grace
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 Germany, 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 Germany 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.
“Using Billy Grace has transformed our approach to marketing attribution. We now have a total overview of the customer journey and can make data-driven decisions that enhance our campaign performance. The automation and AI-powered optimization have saved us significant time and resources, allowing us to focus on what truly matters—building our brand and connecting with our customers.”
Marit Hendriksen
Digital Marketing Manager at JOOLZ
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.
Case Study
Profoto’s Onboarding Journey to Enhanced Data Insights
About Profoto
Profoto is known for its high-quality camera flashes and light modifiers without making it too complicated. With a strong focus on high-quality images and videos, they want to make light more accessible to everyone passionate about creating amazing images. Their photography lighting products are quick and easy to set up for use. For all the world’s best photographers and those who aspire to be. With their passion, Profoto has been experiencing significant growth in their online sales revenue.
Challenge
Despite impressive growth, Profoto faced several attribution challenges. There is a heavy dependency on paid Google Advertising, simply because for mid&top-funnel channels (such as Meta, Pinterest, or LinkedIn advertising) it’s much harder to justify the spend going into those channels. The lack of insights into the results of these channels usually leads to cutting budgets. That’s a shame, especially since Profoto has a natural link with those channels as they focus on high-quality images and videos. With that in mind, Profoto went looking for an attribution tool that could show the value of mid&top-funnel channels.
The start of working with Billy Grace
Profoto chose Billy Grace for its all-in-one solution, providing a first-party pixel for data collection, comprehensive attribution across marketing channels, and premium analytics features for actionable insights.
The decision to start with Billy Grace created another challenge: implementing a new system and way of working for the marketing team. The onboarding process would be crucial for a smooth and efficient adoption of the software.
“Our journey with Billy Grace started with a one-on-one session with one of the founders. We got a deep understanding of “what’s under the hood” and the way A.I. is used to define their attribution model. It’s highly impressive, and it’s interesting to see and compare different types of attribution models in real time. From this alone, we get a lot of value from the tool.”
Billy Grace facilitated a dedicated team including a Customer Success Manager and a Technical Specialist. Over three meetings, the team helped implement the pixel, connect ad managers, set goals, provided comprehensive training on the Billy Grace interface, and helped to create the first automatic optimizations. Within a month, the entire Profoto team felt comfortable working with Billy Grace.
Results
Besides better insights into campaign performance, Billy Grace has another unique advantage: its ability to offer budget recommendations and automatically apply budget and tROAS/tCPA optimisations in ad managers. Instead of having to manually reallocate budget to increase goal performance, Billy Grace automatically does this for Profoto every night. About 75% of the tool’s recommendations have been applied. Profoto’s now planning to import conversions measured by Billy Grace into the ad managers’ algorithms for further optimization.
“We have been live for about two months. We already see an uplift in measurement of approximately 10-15% and it’s great to see how channels such as Meta and LinkedIn now contribute in the overall customer journey. We really get a holistic overview of our digital marketing channels.”
Afzal Hanif
Co-founder, Marketing met Data
Conclusion
Profoto’s onboarding with Billy Grace was quick, smooth, and highly effective, leading to significant improvements in data insights and marketing strategy. The dedicated support and innovative solutions provided by Billy Grace have positioned Profoto for continued success in their D2C online activities.
Case Study
How Mango Mobility reduced CAC by 44% with Billy Grace
About Mango Mobility
Mango Mobility is a premier provider of mobility solutions, including scooters, walkers (rollators), and wheelchairs. They focus on enhancing their customers’ mobility and quality of life, offering sales and comprehensive support services across the Netherlands. Their approach includes personalized home demonstrations and tailored customer advice, ensuring each client finds the perfect mobility aid.
Challenge
Before integrating Billy Grace’s solutions, Mango Mobility wanted to make an effort to spend its marketing budget more effectively. Customer Acquisition Costs (CAC) fluctuated significantly during that time, with a CAC 2,5 times as high during bad months compared to good months. Also, the marketing managers found the process of analyzing and optimizing their marketing channels very time-consuming. Both the CAC and internal process for optimization were challenged to improve in effectiveness.
Solution
Billy Grace provided a dynamic solution to this challenge by offering a centralized system and the opportunity to automize optimization. The dashboards in Billy Grace allowed Mango Mobility to have a quick and easy overview and make swift decisions. Additionally, the optimization feature allowed Mango Mobility to automatically scale down their advertising on days with poor weather forecasts, as they learned their customers (mostly the elders) wouldn’t go to the store in case of bad weather. This proactive approach supports Mango Mobility to reduce costs without negatively affecting sales.
Results
The adoption of Billy Grace’s intelligent solutions brought substantial improvements. Within a 90-day comparison period, Mango Mobility improved:
Cost Efficiency: a reduction in average cost per lead by 44%, despite fluctuating weather conditions.
Growth opportunities: after becoming more cost-efficient through automating weather forecast adjustments, Mango Mobility was able to increase budgets. Even better: by effectively spending the extra budget, conversions increased twice as much as the budget was increased.
“With Billy Grace’s automated solutions, we’ve been able to adjust our marketing tactics based on real-time weather data, ensuring our advertising budget is used when it’s most likely to convert. This has reduced costs, and boosted our overall marketing efficiency.”
Daan Groskamp
Online Marketing Manager at Mango Mobility
Conclusion
Mango Mobility plans to continue leveraging Billy Grace to refine their marketing strategies, aiming to enhance integration with real-time data and expand their reach effectively. Ongoing adjustments and improvements in their approach signify a pioneering step towards optimizing retail operations against external variables like weather.
Case Study
Agency CroudX’s transformation to an AI-driven work process
Time savings of 3.5 hours per week per customer with Billy Grace.
Reduction of Customer Acquisition Costs (CAC) up to 67%.
Central analysis platform for all team members.
About
Based in Amsterdam, CroudX is known as a forward-thinking digital marketing agency. What really sets them apart is their pioneering work in integrating the latest AI technologies into their work processes. By combining human expertise and AI, they aim for a revolutionary shift in the digital marketing landscape. This makes marketing more efficient and enables deeper strategic collaborations with clients. CroudX is the ideal partner for companies that want to look beyond traditional marketing and innovate using AI.
Goals
Full-funnel data tracking
Deep customer relationships
More efficient work processes
Strategy
Billy Grace plays a central role in CroudX’s digital marketing team. The dashboard provides a central overview of all clients, and cross-channel analytics are automatically generated on each client dashboard. This helps them work more efficiently and spend more time on the customer’s brand. In addition, the optimization software relieves them of hours of optimization analysis.
Results & Impact
With the ability to optimize campaigns, CroudX has realized significant performance improvements. They were able to dramatically reduce Customer Acquisition Costs (CAC) for multiple clients, by up to 67% in 3 months. In addition, BG has realized significant savings in time and improvements in productivity. Having everything in one place allows CroudX to collaborate more efficiently as a team and quickly get the insights they need. It also allows them to better understand the impact of actions across platforms, which is essential for making strategic decisions. BG has helped implement a new way of working and has significantly improved efficiency and effectiveness.
Conclusion
CroudX maximizes the potential of the BG dashboard. Billy Grace has enabled CroudX to overcome complex data management and privacy challenges. The immediate result? Reduced acquisition costs and a boost in revenue for our clients. Thanks to BG, CroudX now operates with greater insight and efficiency, allowing them to more effectively position themselves as a leading agency that effectively deploys new AI technologies.
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