Voys x Magpie
How Voys confidently started investing in new channels and lowered the cost per attributed lead by 30%.
Company overview
Voys is a B2B telecom provider committed to optimizing the performance and efficiency of its marketing investments.
Their team wanted a clearer understanding of what truly drives lead generation across campaigns and channels.
Business challenge
Marketing decisions at Voys were based on data, but tracking limitations often led to conclusions that conflicted with their business sense (e.g. LinkedIn).
The absence of validated insights made it difficult to confidently invest in channels that might be working, without clear proof. A more accurate, experiment-driven approach to measurement was needed to support smarter decision-making.
Strategic goals
Identify which marketing campaigns are truly generating leads
Evaluate and improve the effectiveness of the marketing mix
More leads per euro spend
We delivered a scalable measurement framework tailored to B2B complexity, combining experimentation, modeling, and collaboration.
Experimentation
Designed and executed a regional experiment that accounted for longer customer journeys, delivering the foundational insights needed for further modeling.
Marketing Mix Modeling
Adapted standard models to the B2B context by including sales team input, event impact, and delayed conversion patterns, based on the results of the experiment.
Touchpoint modeling
Performed high-level attribution analysis, using extended time windows and adjusted granularity to deal with lower traffic volumes while capturing multi-channel influence.
Unified Measurement Strategy
Weighted Marketing Mix Modeling as the primary source of truth, using attribution selectively to refine understanding of campaign-driven channels.
Contextual Adjustments
Incorporated external factors such as seasonality and major sales events into the modeling to reflect real-world market dynamics.
Budgeting Guidance
Worked closely with the marketing team to interpret model outcomes and advised on budget shifts toward higher-performing activities.
“"Magpie Technology acts like your in-house data science team, offering insights and tools to uncover true impact, so your budget works harder and ROI improves."”
Annemijn Steijnmeijer - Digital Marketeer, Voys