JEX x Magpie
Company overview
JEX is an emerging B2B player focused on scaling both its brand and lead acquisition.
Their marketing investments span sports sponsorships and digital advertising on platforms like Google, LinkedIn, Meta, and more.
Business challenge
Measuring marketing effectiveness in B2B remains a challenge. JEX needed to understand the true impact of their campaigns, especially given the long customer journeys and the lack of validated measurement tools.
Strategic goals
Quantify the impact of paid media on sales
Build internal marketing intelligence
Make better data-driven decisions on budget allocation
Data driven branding and marketing
We delivered a scalable measurement framework tailored to B2B complexity, combining experimentation, modeling, and collaboration.
Experimentation
Together with JEX, we designed a marketing experiment to measure the incremental impact of Google Ads. We selected a geo-split with high correlation and minimal contamination from commuters to ensure validity.
Modeling technigues
To account for JEX’s B2B-specific dynamics, such as seasonality and sales dynamics, we built a customized marketing mix model. We also applied touchpoint attribution to assess value across the full customer journey.
Enhance knowledge
To support a culture of learning and experimentation, we hosted sessions with the marketing team to interpret results and held weekly meetings to refine their setup and strategy. Topics included how to measure branding in a B2B environment and how to use data more effectively in campaign planning.
“We are always on the lookout for innovative approaches to step up in data-driven branding and marketing. I see Magpie’s partnership as a great fit for us, by providing both advanced modeling insights and helping us implement our tools pragmatically.”
Annemijn Steijnmeijer - Digital Marketeer, Voys