Case Study: Elysian sharpens marketing budget decisions with Arcalea’s Galileo platform

Elysian optimizes a $1.44M media budget with Arcalea

The customer Elysian, a fertility clinic, faced the challenge of optimizing its marketing budget allocation without access to complete data. Its marketing director needed to determine the profit-maximizing budget across ten digital channels but lacked the full attribution data required, as initial metrics like traffic and leads did not reveal true revenue contribution. The vendor Arcalea provided its Galileo multi-touch attribution platform as the analytical foundation for a Harvard Business Publishing teaching case to examine this decision problem.

Arcalea's solution was to structure the case study around the sequential, layered data stack of its Galileo platform, which was disclosed to students in three parts. This approach allowed students to experience the cost of incomplete data and ultimately derive the correct, optimal six-channel mix from the original ten, eliminating four underperforming channels once full ROAS and CAC data were available. The measurable impact was pedagogical, demonstrating through the student's own successive revisions how the optimal answer changes with each layer of data and why complete attribution is a prerequisite for sound budget optimization.

Elysian