How to Balance Top and Bottom of the Funnel Spend to get the Highest ROI

Case study for Keen Decision Systems

About the client

B2B high growth SaaS software company

Keen's impact

378.7 MM
9.1 MM
NPV (net present value)
In this case study

The Challenge

Use metadata to determine how advertising investments should be made across the top and bottom of funnel to yield the highest ROI.

The Solution

Partner with Ibotta to determine which spend ratios yield the greatest increase in revenue, ROI and Net Present Value (NPV) when a $10M marketing investment is made.

The Results

A 70/30 top-to-bottom spend ration yields the optimal ROI and NPV, while greater short-term revenue can be achieved by shifting more budget to the bottom of the funnel.

Related resources

Multiple charts from the keen platform layered on top of each other
Featured resource

The 2024 Marketing Mix Resource Hub

Ready to transform your marketing strategy?