Case Study: Tallink Silja Line achieves 50% higher ROAS with Funnel

Tallink Silja Line improves ROAS by 50% with Funnel

Tallink Silja Line, a leading European travel and sea transport provider, faced a common marketing challenge: accurately attributing revenue to their many online and offline channels to optimize budget allocation. Relying on last-click attribution in Google Analytics 4 created a bias, over-crediting some channels while undervaluing others like Meta. To move beyond intuition, they sought a robust marketing measurement solution and partnered with Funnel.

Funnel provided a marketing mix modeling (MMM) solution that identified the causal impact of marketing activities, enabling data-driven decisions. By implementing Funnel's insights, Tallink Silja Line achieved a 50% improvement in return on ad spend. They reduced their digital paid media budget by 16% while simultaneously growing revenue from those channels by 26%, effectively putting their budget into more effective areas.

Tallink Silja Line