Case Study: Big Red Group achieves 117% ROAS increase and full‑funnel attribution with Twilio Segment

Better attribution boosts topline growth and increases ROAS 117% for Big Red Group

Big Red Group (BRG) is an Australian umbrella for experience marketplaces including RedBalloon, Adrenaline, Experience Oz and Lime & Tonic, selling bucket-list activities where trust and recommendations matter. BRG’s partnership program had become too focused on discount sites, lacked upper‑funnel, value‑led partners and clear performance visibility, relying on vanity metrics rather than accurate attribution.

By integrating impact.com with their Twilio Segment CDP, BRG gained unified, future‑proof tracking, access to diverse partners (influencers, publishers, apps and brand partners), and automated partner management and reporting. The new setup drove a 117% YoY increase in ROAS, 10x growth in partner count, 32% more partnership revenue in five months (actions +26%), a 24:1 return on ad spend, and over 10% productivity gains.

Big Red Group

Michael Mironowicz

Affiliate Manager