Case Study: Calco reduces CPA by 45% with Billy Grace

How Calco reduced CPA by 45% through AI driven insights

Calco, a market leader in recruiting and deploying IT professionals, faced significant challenges in optimizing their digital marketing efforts. They relied on last-click attribution, which provided a fragmented view of their recruitment funnel and led to inefficient budget allocation and difficulty identifying the most effective channels. To address this, they turned to the vendor Billy Grace for its AI-driven insights and automation, specifically through its UMM model.

By implementing Billy Grace's solution, Calco gained a centralized analytics dashboard that provided full-funnel visibility. This allowed for strategic budget shifts based on AI-driven insights, which uncovered the value of top-funnel channels. The results were significant: in just six months, Calco increased qualified applications by 44% while simultaneously reducing its cost per application by 45% and its overall advertising spend by 20%.

Calco

Mart Postma

Head of Marketing & Communications