Case study · Knab

33% lower cost per sale.
Across every channel.

How an online bank had the budget split across online and offline channels calculated instead of argued, and followed the recommendations to the letter.

SectorFinancial services
ChannelsTV, radio, online performance
Core KPICost per sale (CPS)
Result-33% CPS

The challenge

Knab was growing, and the media budget grew with it, split across TV, radio and online performance. Every channel had its own reporting and every platform claimed its own conversions. Added up, the channels together explained more revenue than actually existed.

That left the marketing team with a question the existing dashboards could not answer: where does the next euro return the most, and where the least?

The approach

Datafy built a single econometric model across Knab’s full media mix:

  • All media costs and broadcast schedules, online and offline, connected to the data pipeline automatically;
  • External factors such as season and market development explicitly included, so media gets no credit for autonomous growth;
  • Weekly recalculation, with an updated budget recommendation per channel every week;
  • Every forecast checked afterwards against realised sales. The model had to prove itself before anyone steered on it.

The result

Knab decided to follow the recommendations to the letter: budget shifted step by step to the channels and moments where the model calculated the highest marginal return.

-33% Cost per sale, measured across the total media mix
1 model Online and offline in the same calculation, no more double-claimed conversions
52× A recalculated recommendation per year, steering became a weekly routine

“Datafy has made it possible for us to optimise and assess our budgets across every channel. Since we started following Datafy's recommendations to the letter, we have seen our CPS drop by 33%.”

Joost Knuvers · Knab
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