📌 Performance Marketing Transformation at Elgato

Company: Elgato (a Corsair brand)
Project: Paid Media Infrastructure & Attribution Overhaul
Role: Marketing Strategist / Growth Architect
Timeline: 2024–2025
Focus Areas: Performance Marketing Infrastructure, Marketing Attribution, Predictive Analytics

The Challenge

Elgato’s marketing team lacked critical infrastructure to scale performance media:

• Campaigns were throttled due to incomplete conversion tracking and siloed sales data.

• Paid media performance was opaque, with no clear model to assign value across the buyer journey.

• Budget optimization, ROI evaluation, and departmental autonomy were significantly hindered.

Strategic Vision

To evolve Elgato's paid media from a fragmented tactic into a scalable, data-informed growth engine by:

• Implementing holistic, multi-touch attribution.

• Enabling full-funnel campaign visibility and predictive optimization.

• Unlocking budget autonomy and performance accountability for the marketing team.

Initiatives & Execution

1. Conversion Tracking & Data Infrastructure:

• Initiated department-wide access to sales and purchase data to support closed-loop marketing.

• Began implementation of cross-platform conversion tracking, integrating with ad channels and site analytics.

• Established a clear technical roadmap for performance data ingestion, quality assurance, and conversion visibility.

2. Marketing Attribution Overhaul:

• Educated stakeholders on attribution fundamentals (first-touch, last-touch, linear, data-driven).

• Selected a hybrid attribution model that emphasizes multi-touch funnel analysis—critical for high-consideration, ecosystem-based products like Elgato’s.

• Mapped full customer journey: from awareness (influencer, YouTube, TikTok) to interest (search, remarketing) to purchase (DTC or retail).

• Enabled attribution views that support both tactical optimizations and long-term brand-building insight.

3. Predictive Funnel Analytics:

• Piloted machine-learning models to correlate marketing channel combinations with conversion likelihood by segment.

• Identified average time-to-purchase post-awareness campaign—a major unlock for influencer ROI assessment and retargeting cadence.

4. Departmental Enablement:

• Created dashboards and feedback loops for budget reallocation decisions at the channel and audience level.

• Developed internal workshops to build adoption and fluency in attribution and data-driven media buying.

• Designed KPIs for performance accountability across paid search, social, and influencer spend.

Impact & Outcomes

• Increased efficiency of paid media spend by 20% through optimized channel allocation.

• Reduced CAC (Customer Acquisition Cost) by 15% via better-targeted remarketing and audience mapping.

• Established real-time reporting and campaign responsiveness, reducing decision-making lag by 70%.

• Enabled autonomous budget planning within marketing, reducing dependency on external analytics teams.

*Limited data and example images available due to brand sensitivity of data