How Calco reduced CPA by 45% through AI driven insights

“Billy Grace provides AI-driven automations and insights through the UMM model, helping us refine our marketing funnel and gain deeper insights for smarter campaigns and better results.”

Mart Postma

Head of Marketing & Communications

Results

Since implementing Billy Grace’s marketing analytics and automation solution, Calco significantly optimized its marketing strategy. Key results achieved in just six months include:

+44% number of applications

By uncovering the impact of previously undervalued channels, Calco successfully attracted a significantly higher volume of qualified applicants.

-45% cost per application

Strategic budget reallocation and data-driven insights significantly lowered the cost of acquiring each applicant.

-20% advertising spend

Enhanced efficiency allowed Calco to achieve better results while reducing their overall marketing budget.

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Challenges

Before implementing Billy Grace, Calco’s digital marketing team relied heavily on last-click attribution. This method failed to capture the full customer journey, resulting in incomplete insights and suboptimal decision-making. The main challenges they faced were:

• Limited channel insights: Identifying the most effective platforms for driving quality applicants was difficult due to reliance on last-click attribution, which skewed budget allocation.
• Fragmented data: Recruitment data was spread across multiple platforms, making it challenging to gain a unified view of the funnel and fully optimize performance.
• Inefficient budget allocation: An overemphasis on certain channels resulted in a higher cost per applicant and an imbalanced marketing approach.

Calco aimed to improve their recruitment strategy by gaining a complete overview of their funnel. Their goal was to better understand candidate interactions across multiple touchpoints, allocate budgets more effectively across channels, and identify new opportunities to optimize campaigns.

Approach

Calco embraced the opportunity to enhance its marketing strategy by implementing Billy Grace’s solutions. Through a centralized analytics dashboard that integrated with their ATS, Calco gained full visibility across their recruitment funnel. Leveraging the UMM model, the solution revealed the impact of top-funnel channels like TikTok, enabling strategic budget shifts that significantly increased applicant volume. AI-driven insights helped Calco optimize campaigns, focusing resources on high-performing channels while reducing costs. Integrated into daily workflows, these insights became a key part of optimizing campaigns and achieving better recruitment efficiency over time.

Key takeaways

• Unified data-driven insights empower smarter budget decisions, leading to more applications while reducing costs.
• Shifting focus to top-funnel activities deliver higher-quality candidates and increase applications.
• Integrating actionable insights into daily workflows drives sustained success in recruitment strategies.