[Case Study: B2B SaaS, $90K Monthly Program] A B2B SaaS company spending $90K/month on LinkedIn and Google Ads used last-click attribution, which heavily credited LinkedIn’s bottom-funnel content. Bayesian MMM identified LinkedIn’s role as primarily awareness — it was influencing Google searches that last-click then credited to Google. After separating the channels by funnel stage and reallocating 25% of LinkedIn budget to upper-funnel Google targeting, demo requests increased 28% while cost-per-demo dropped from $340 to $218. The model showed LinkedIn’s actual contribution was 2.4× what last-click reported.
Further Reading & Sources
- Nielsen — global measurement and analytics
- McKinsey & Company — global management consulting
- American Marketing Association — marketing association
- Deloitte — professional services and consulting
- Forrester Research — research and advisory
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