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

Situation

More relevant partners to build stronger brands
If you want to book a hot-air balloon ride, a driving lesson in a
Formula One race car, or any other bucket-list adventure, Big Red
Group (BRG) has it all.
BRG is the umbrella brand for Adrenaline, Experience Oz, Lime &Tonic, and RedBalloon, four pioneers in the “experiencemarketplace” economy where you can buy or gift memorable
experiences. This is a unique market in many ways, and customers
looking for these types of special experiences want opinions andreviews from people or resources they trust before making adecision, because who’s going to choose a skydiving company
based on a coupon code?

About Big Red Group

About Twilio Segment

Big Red Group was establishedin 2017 with the intent to build
a multi-brand experiencemarketplace toTwilio Segment is the world’s
leading customer data platform(CDP) that provides the data
foundation that companies

serve different audiences, with the ethos ofvaluing experiences over material goods. Thecompany is headquartered in Sydney and employs
more than 150 people. Big Red Group has served
more than 3 million experiences to date anddelivers an experience approximately every 30seconds.

need to put their customers at the heart of every
decision. Thousands of companies including Bolt,
Trustpilot, Pomelo, and MYOB use Twilio Segment
to collect, unify, and route their customer data into
any system where it’s needed to better understandtheir customers and create seamless, compelling
experiences in real-time.

“Having worked in aﬃliates and partnerships for close to a decade, I can say without adoubt that impact.com is the best platform to manage and grow partners at scale. It’s
super easy to use, is extremely ﬂexible, and has so many powerful features andcapabilities. The integration with Twilio Segment was seamless and exemplary of theirinnovation in the market. We now have superior accuracy, capacity, and insight into thesymbiotic relationship between our partners and customers.”
Michael Mironowicz
Aﬃliate Manager
Big Red Group

Situation(con’t)Partnerships for all stages of the customer journey
When BRG ﬁrst started building its afﬁliate program, theirpartnerships were bottom-heavy with discount and deal sites andshort on upper-funnel, value-led partners. They also had too little
transparency into performance and too much emphasis on vanity
metrics.
For the last four years BRG has been using Twilio Segment, theleading customer data platform, to provide an easy way to integrate
customer data across their business. That made it a no-brainer to
put the impact.com partnership management platform in place andstart to align their partnerships to their business goals andaudience.

© 2022 impact.com. All rights reserved.

Solution

Tools for diversity and scale
Once impact.com was in place, BRG gained full visibility into thecustomer journey and access to an array of community-driven
partnership types, including inﬂuencers, content creators, mobileapps, and brand partners, which allowed them to tap into relevant,highly engaged audiences.
The impact.com platform gave BRG the tools to discover, recruit,
track, and grow partnerships across virtually any activation or metricat scale through automated processes. The team used impact.com
for deduplication, cross-channel conversion tracking, multi-levelcommissioning, fraud and anomaly detection, and much more.
With the custom reporting features of impact.com’s Data Lab, BRG
easily tailored data visualisations to make them more digestible fora wider range of people at the company.
Future-proofed tracking and measurement
The native integration between impact.com and Twilio Segment
enabled BRG to have a single view of their customer across allchannels as well as a uniﬁed measurement solution. It also offered
BRG the most future-proofed tracking conﬁguration via page-load
API, which took them only minutes to integrate as opposed to a
direct integration which could take weeks. With Twilio Segment andimpact.com, BRG gained access to valuable partner insights such as
contribution-level data and cross-device and cross-channel
reporting. Most importantly, this advanced tracking solution does
not rely on third-party cookies, ensuring that BRG’s tech stackremained future-proof.

© 2022 impact.com. All rights reserved.

Solution(con’t)

Big plans for post-pandemic growth
As the experience economy continues to rebound in Australia, BRG
has more plans to extend its impact.com utilisation. The team plansto set up custom audience segments and personas via TwilioSegment, and then use impact.com’s post-conversion data tounderstand which partners drive high-value customers and optimize
their commissioning strategy to deliver more of the right type ofcustomer. In addition, automating refunds, deploying channel logic,
and using Twilio Segment to incorporate audience insights fromimpact.com into its broader marketing strategy are all on thehorizon.

© 2022 impact.com. All rights reserved.

+117%+10%

ROAS YoY

Higher productivity

OutcomeFull-funnel

Thanks to Twilio Segment and impact.com, partnerships now
contribute a signiﬁcant portion of BRG’s revenue, and they’recreating new ways for the company to build its brand and connect
with customers. BRG can now discover and work with a broad arrayof partnership types and clearly measure and optimize the value ofeach one.

partnerships andattribution

Since deploying impact.com, BRG has:●

Increased ROAS 117 percent year over year due to moreaccurate attribution●

Grown the number of partners by 10 times●

Grown revenue through partnerships by 32 percent in just 5
months and increased actions by 26 percent●

Achieved a return on ad spend at 24 to one.

●

Gained more than 10 percent productivity through reportingand partner management automation●

Onboarded new value-oriented partners, including:○

Numerous travel sites, apps,and large online
publishers○

Sizable content networks, high-proﬁle YouTube andInstagram inﬂuencers○

Australia’s largest retail loyalty program

Want to get full-funnel results like Big Red Group? | Contact grow@impact.com© 2022 impact.com. All rights reserved.