Case study · Campaign Operations · Glorious
From 13% to 30% CRM attribution.
Glorious Gaming's CRM was driving results, but only 13% of revenue could be proven. We ran campaign operations end-to-end and built the attribution infrastructure to show the real impact.
130%
CRM attribution growth
+200%
Revenue impact
+285%
Attribution accuracy
+67%
Campaign velocity
Service
Campaign Operations
Engagement
Ongoing
Platforms
Klaviyo · Shopify Plus · GA
CRM attribution
From 13% to 30% of revenue.
Attributed revenue more than doubled
+130%
Plus millions in previously unmeasured revenue uncovered
Taking ownership of campaign operations and building real attribution infrastructure surfaced revenue that had been invisible — and turned every campaign into a measurable line item.
The challenges
CRM was working. Nobody could prove it.
01
Low CRM attribution
Only 13% of revenue was attributed to CRM, making it hard to justify marketing investment or optimize campaigns.
02
Fragmented operations
Campaign operations scattered across teams with no systematic lifecycle marketing processes or ownership.
03
Attribution blind spots
No multi-touch attribution modeling — significant revenue impact going unmeasured and unoptimized.
The solution
Own the operations. Build the proof.
01
Campaign-operations takeover
Took full ownership of lifecycle marketing operations, implementing systematic processes and management frameworks.
- End-to-end campaign ownership
- Standardized workflow processes
- Cross-functional coordination
- Quality-assurance protocols
02
Attribution modeling
Built comprehensive multi-touch attribution to track and measure CRM's revenue impact across all touchpoints.
- Multi-touch attribution setup
- UTM parameter strategy
- Revenue-tracking infrastructure
- Custom reporting dashboards
03
Advanced automation
Deployed sophisticated lifecycle automation with behavioral targeting and dynamic content personalization.
- Behavioral trigger campaigns
- Advanced segmentation logic
- Dynamic content blocks
- A/B testing framework
- End-to-end campaign ownership with standardized workflow processes and QA protocols
- Multi-touch attribution modeling with UTM strategy and revenue tracking infrastructure
- Custom reporting dashboards showing true CRM revenue impact across all touchpoints
- Behavioral trigger campaigns with advanced segmentation logic
- Dynamic content blocks with A/B testing framework for continuous optimization
- Cross-functional coordination to align CRM operations with broader marketing goals
Technologies & platforms
The stack we ran.
The result
13% to 30%. Millions in revenue uncovered.
Once we managed lifecycle operations and built the attribution infrastructure, CRM-attributed revenue more than doubled. Attribution accuracy improved 285%, and campaign deployment speed increased 67%.
130%
CRM attribution growth
+200%
Revenue impact
+285%
Attribution accuracy
+67%
Campaign velocity
What the team said
In their words.
BRCG took ownership of campaign operations and built the attribution we'd been missing for years. CRM-attributed revenue more than doubled — and now we can actually point to what email contributed.
Marketing Director
Glorious
Glorious · Campaign Operations
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