BRCG Case Study
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 multi-touch attribution to show the real impact. Attribution landed at 30%.
13% → 30%
CRM revenue attribution
+130%
Attribution growth in CRM revenue
End-to-end
Campaign operations, BRCG-run
Multi-touch
Attribution model built
The Challenge
CRM was working. Nobody could prove it.
Glorious's CRM was driving revenue, but only 13% of it could be attributed. Campaign operations were spread across teams with no single owner, and without a multi-touch attribution model, real revenue impact stayed invisible. That made it hard to justify investment or decide what to optimize next.
Low CRM attribution
Only 13% of revenue was attributed to CRM, making it hard to justify marketing investment or optimize campaigns against real numbers.
Fragmented operations
Campaign operations were scattered across teams with no systematic lifecycle processes and no single owner accountable for output.
Attribution blind spots
No multi-touch attribution model meant real revenue impact went unmeasured, so nobody could see what CRM actually contributed.
Our Approach
Own the operations. Build the proof.
We took over lifecycle operations end-to-end, then built the attribution model that would make CRM's contribution measurable, and layered advanced automation on top of it.
Campaign-operations takeover
We took full ownership of lifecycle operations and put systematic processes and management frameworks behind them.
- End-to-end campaign ownership
- Standardized workflow processes
- Cross-functional coordination
- Quality-assurance protocols
Attribution modeling
We built multi-touch attribution to track and measure CRM's revenue impact across every touchpoint.
- Multi-touch attribution setup
- UTM parameter strategy
- Revenue-tracking infrastructure
- Custom reporting dashboards
Advanced automation
We deployed lifecycle automation with behavioral targeting and dynamic content personalization on top of the model.
- Behavioral trigger campaigns
- Advanced segmentation logic
- Dynamic content blocks
- A/B testing framework
The Result
CRM attribution, 13% to 30%.
Before
13%
After
30%
A 130% lift in CRM revenue attribution, driven by taking ownership of campaign operations and building real multi-touch attribution. Campaigns that had been invisible became measurable line items, and the model is now embedded in how the team reports on revenue.
From the BRCG Team
“Glorious's CRM was clearly working, but only 13% of revenue could be proven. We took over operations and built the attribution first, then optimized against it. Attribution reached 30%, and every campaign became a line item the team could point to.”
Kodie Critzer
Founder & CEO, BRCG · Ran the Glorious engagement
Stack
FAQ
Questions, answered.
What did BRCG do for Glorious Gaming?
BRCG took over lifecycle campaign operations end-to-end and built the multi-touch attribution infrastructure Glorious had been missing. We standardized the workflow, ran the campaigns, and built the reporting that showed what CRM actually contributed to revenue.
What results did Glorious Gaming see?
CRM revenue attribution grew from 13% to 30% of total revenue, a 130% lift. Campaigns that had been invisible became measurable line items once the attribution model was in place.
What platforms did the Glorious engagement use?
Klaviyo for email and SMS, Shopify Plus for commerce, and Google Analytics for measurement, with a multi-touch attribution model and custom reporting dashboards built on top.
How long has BRCG worked with Glorious Gaming?
It is a multi-year engagement. BRCG works month to month, and clients like Glorious stay for years.
More Work
Related case studies.
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