Case Study: Optimizing Marketing for National Healthcare Brand with Galileo
The Challenge
A fast-growing national healthcare brand had successfully captured high-value customers, achieving an impressive Return on Ad Spend (ROAS) of approximately 13:1. However, the complexity of its marketing mix and partial data visibility left the leadership unable to identify which investments were truly driving results. Without clear insights into the performance of each channel and initiative, increasing marketing spend carried significant risk. The brand needed a comprehensive view of customer journeys and marketing effectiveness across all channels to inform future decisions.
Actions
To address these challenges, Arcalea implemented Galileo, an advanced automated tool designed to capture and analyze all customer touch points: from awareness to revenue. Although the company recognized that their average time-to-close was six months, Arcalea began identifying valuable leading indicators in just a few weeks.
Within 90 days, the company’s leadership and analysts gained clear insights into which channels and marketing activities were driving the most value. High-performing channels were identified for further investment, while underperforming efforts were reallocated or discontinued.
Galileo’s tracking technology provided detailed visibility into the performance of various platforms including Facebook, Instagram, LinkedIn, Google, and Bing. This allowed the team to understand not just initial conversions, but the entire customer journey from first interaction to revenue generation. By quantifying the value of both working and non-working dollars—including content creation, planning, and nurturing—the brand achieved unprecedented clarity into which marketing components consistently moved prospects through the funnel to a closed deal.
Arcalea’s approach also enabled the company to measure the revenue impact of ad spend and internal resources, optimizing customer acquisition costs while scaling up efforts.
With a marketing mix diverse within channel types, Galileo was used to quantify the value of traffic, leads, and opportunities for Facebook, Instagram, LinkedIn, Google, and Bing. Transparent customer journeys from first-touch to close demonstrated which leads produced revenue beyond initial interaction and conversion.
Additionally, non-working dollars used for planning, writing content, speculating, and nurturing were quickly quantified with revenue value. With unparalleled clarity, leadership was able to isolate the paid media and organic content that consistently worked to pull prospects through the funnel to close–and those components which did not.
By quantifying the revenue value of ad spend and resource hours, customer acquisition costs were reduced even while acquisition efforts and results were scaled and multiplied.
Results
With access to complete customer data and insights, the company achieved:
- Increased marketing spend from $15,000 per month to $150,000
- ROAS growth from 13:1 to 26:1
- 10x scaling of marketing efforts while maintaining efficiency
- Reduced Customer Acquisition Costs (CAC) despite higher spend
Galileo’s insights engine ensured precise investments, allowing for scaling without sacrificing profitability.
Moving Forward
The newfound optimization in marketing spend and resource allocation has opened a continuous cycle of data-driven improvement. The company now benefits from channel-specific insights and a comprehensive view of both individual and aggregate customer interactions. Equipped with these powerful tools, the brand is positioned to enhance its targeting, messaging, and overall marketing strategy, transitioning to a new level of data-driven marketing maturity.
