To further refine their multi-channel strategy, B2B leader AJ Produkter partnered with Alvie to bring even greater mathematical precision to their full-funnel investments. By aligning Alvie's real-time attribution with a detailed MMM-study, AJ Produkter successfully scaled their upper-funnel growth.
AJ Produkter, a European powerhouse in workplace equipment, has moved past the limitations of last-click reporting. However, even for a data-mature organization, quantifying the exact incremental impact of long-term demand creation across YouTube and Programmatic (DV360) remains a complex challenge. They needed a solution that could move as fast as their ambitions, providing a "source of truth" to fine-tune budget allocation across the entire customer journey.
As one of Alvie's earliest adopters, AJ Produkter integrated the platform to serve as their organizational "Source of Truth." We moved beyond standard web analytics by feeding Alvie direct ERP sales data, ensuring every recommendation was based on actual commercial realized value. Our primary lever was Alvie's Budget Optimiser, which allowed the team to forecast and shift spend dynamically across Google Ads, Microsoft Ads, and Programmatic. By comparing the output and recommendations from the Budget Optimiser with a rigorous MMM-study, AJ Produkter gained the confidence to expand their media mix and invest in more upper-funnel activities.
The breakthrough for AJ Produkter came from the high correlation between Alvie's real-time Attribution and retrospective MMM studies. In many organisations, these two data points conflict, leading to "analysis paralysis." For AJ Produkter, the results aligned perfectly. This verification built the necessary internal trust to advocate for a total reshuffle of the media mix. It proved that DV360 and online video weren't just "extra" costs - they were the primary drivers of the micro-conversions that eventually fueled their high-volume B2B sales.
By leveraging Alvie as a strategic forecasting partner, AJ Produkter has further solidified its position as a data-led B2B leader. This partnership has allowed them to move beyond acknowledging the full funnel to mastering it, creating a sophisticated setup where every investment is backed by verified, cross-channel ROI.
