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Performance Marketing

Marketing Budget Allocation in Telco: A CPA Hides A Lot

A telco can sell five very different things at the same time: mobile plans, devices, fiber, TV and not to forget the bundles, and maybe prepaid in one region and premium postpaid in another. Then we open the marketing paid dashboard and ask for one KPI: usually it is CPA, great 😉 The problem is […]

Performance Marketing

Marketing Budget Allocation in Energy: When the Market Changes, the Answer Changes

Monday morning: a tariff changes, energy prices jump 15%.Two weeks later: demand moves because the weather changes.Then a competitor launches a new offer in one region. And the media budget? Still split exactly like it was in the planning meeting last month 😉 This is probably the biggest difference we see in energy compared with […]

Performance Marketing

Marketing Budget Allocation in Ecommerce: The Highest ROAS Is Not Always the Best Investment

ROAS is great, everybody understands it, it updates fast, and it gives you a nice number to put into a dashboard. Great 😉But it can also make budget allocation look much easier than it really is. Lets take an example: Imagine Campaign A has a ROAS of 800% and Campaign B has a ROAS of […]

KI & Marketing

Performance Marketing

Marketing Budget Allocation in Banking & Insurance: The Fastest Conversion Is Often the Wrong One

A cheap lead is not always a good lead, and that sounds obvious. But a lot of paid media optimization still works as if it were not true. Example: An insurer sees a calculator entry, a bank sees an account application, the ad platform sees a conversion and starts optimizing for more of them. Great […]

Performance Marketing

Breakthrough in Attribution: How Weekly Budget Changes Unlock Regression-Based Attribution for Ad Operations

Digital attribution is broken. With cookies disappearing and data silos growing, traditional models can’t keep up. Discover how regression-based attribution combines AI, experimentation, and cross-channel insights to make marketing measurable again.