30.08.2025
Project Summary
Fieldstream helped a mature Swedish casino and sportsbook brand move beyond fragmented attribution dashboards, to a single source of truth across all channels with its proprietary MMM platform. The results: a 12% reduction in new depositor CAC, a 14% ROI boost, and a marketing team confident in every krona spent.
Project Details
“Fieldstream finally showed us the real value of every krona—online and offline. We no longer rely on guesswork.”
— Marketing Manager, Swedish Operator
Background
The client was a fairly mature, Swedish-licensed casino & sportsbook brand that had invested large sums across TV, Audio, OOH, App Stores, Display Search, Youtube, Social and Affiliates, and sought a single source of truth to measure marketing effectiveness.
Fieldstream’s Marketing-Mix Modelling (MMM) platform aimed to replace a patchwork of attribution and channel dashboards with science-backed, incrementality-driven insights.
Challenges
- Offline blind spots – CFO lacked ROI visibility on TV, radio, OOH.
- Digital-only attribution – undervalued incremental lift and over-credited low-funnel clicks.
- Rise in CAC for new players – as the brand matured.
- Affiliate incrementality in doubt.
Why it Mattered
- Budget allocation leaned digital by default, risking under-investment in profitable upper-funnel media.
- Misleading CAC figures triggered unwarranted budget cuts in high-impact channels.
- Growth targets called for lower marginal acquisition cost.
- Leadership considered cuts without enough evidence.
Fieldstream's Objectives
- Quantify true drivers of Deposits and FTDs.
- Reduce CAC for new depositors.
- Prove or disprove incremental value of affiliate spend.
Fieldstream Solution
1. Data Quality Audit & Pipeline
- Fieldstream assisted in reviewing and validating data sources.
- Pulled three-year history directly from the operator’s data warehouse.
- Standardized spend, impression, and conversion metrics; flagged duplicates & anomalies.
2. Custom MMM Build
- Hierarchical Bayesian model, weekly granularity, channel-specific ad-stock and saturation curves.
- Separate response curves for Deposits vs. FTDs.
3. Fieldstream Dashboard
- Monthly auto-refresh with board-ready ROI, CAC, and saturation visualizations.
- Optimizer and scenario planning tool for the team’s ongoing work.
4. Validation Experiments
- Geo-split test on OOH confirmed model predictions.
Key Findings
1. App Store spend had breached saturation
- This was not as evident when just looking at attribution numbers.
- Evidence: The saturation curve showed ROI plateau at the current spend level.
- Action: Cut App Store budget significantly.
2. Radio delivered strong incremental lift
- Evidence: ROI for this channel far exceeded that of the average mix at similar investment levels.
- Action: Restored radio to earlier higher spend levels.
3. Affiliates were still incremental
- Evidence: Incremental ROI 3.8x; below-benchmark spend share (13%).
- Action: Maintained affiliate budget on overall level.
Results
- We saw a 12% CAC reduction for new depositors within six months, and;
- 14% uplift in overall Marketing ROI.
- The client has adopted the Fieldstream MMM as its primary tool for budget decisions, with the previous attribution model now being secondary in the organization's dashboard.
