Case Study: Shoestring achieves 84% growth in upper-funnel bookings with Billy Grace

Success Formula of Shoestring 84% Growth in Upper-Funnel Bookings

Shoestring, a global travel company, faced challenges in accurately attributing bookings due to long customer journeys with multiple touchpoints and restrictions from new privacy regulations. This created a lack of full-funnel insight, causing their marketing to over-rely on and overvalue bottom-funnel activities while the impact of top-funnel channels remained unclear. They partnered with Billy Grace to address these issues.

By implementing Billy Grace's Unified Marketing Measurement (UMM) model, Shoestring gained accurate cross-channel attribution. This data-driven approach revealed that previous methods had over-attributed conversions by 50%, allowing Shoestring to strategically reallocate budget. As a result, they achieved an 84% increase in top-funnel bookings, attributing an additional 394 bookings to upper-funnel channels.

Shoestring

Patrick van Zijl

Marketing Manager