Key outcomes:

• 16% increase in marketing ROI after eliminating last-click bias and revealing the true value of upper-funnel campaigns.
• Full-funnel custom journey visibility across digital and offline channels, including Google Ads, Facebook, email, and print.
• Cross-platform touchpoints unified into a single view without a complex technical setup.
• Fully automated ELT pipeline with data auto-refreshing every 12 hours across all connected channels.
• Actionable insights powered by Markov-based attribution, enabling smarter channel planning and spend reallocation.

About the client

Betty Bossi is Switzerland’s most recognized name in culinary publishing and food innovation. Founded in 1956, the company has built a strong reputation across print, retail, and digital media, offering everything from ready-to-cook meals and cookbooks to branded utensils and cooking classes.

With over 1 million monthly website visits, 100,000+ Facebook fans, and a newsletter base of 500,000+ subscribers, Betty Bossi leads the market in inspiring home cooks and culinary enthusiasts across Switzerland and globally.

Challenges

Betty Bossi runs an extensive mix of campaigns across both online and offline channels. Despite this broad reach, the team lacked visibility into which channels were truly driving conversions.

The main challenges were:

• Last-click attribution provided limited insight into the true CPA and ROI.
• No holistic view into customer journeys; Betty Bossi wanted to clearly see how different web pages—like the Recipes—contributed to conversions.
• Platform-reported conversions led to biased and duplicate attribution across ad channels, making it difficult to assess actual campaign impact.

Thus, Betty Bossi needed an independent data integration partner that could deliver accurate insights without tying them to specific ad platforms or requiring internal engineering effort.

Solution

Betty Bossi partnered with Windsor.ai to build a centralized, bias-free performance reporting infrastructure. The implementation was done with zero technical input from the client’s team.

Modernized architecture with Windsor.ai

The new data architecture built in Windsor.ai empowered Betty Bossi to unify fragmented marketing data and unlock comprehensive performance insights without relying on an in-house BI team.

That’s how the implemented Betty Bossi’s architecture looks:

Data sources:

• Google Ads (brand, product, voice campaigns)
• Facebook Ads
• Email marketing platform
• Offline/print campaign links with UTM tracking
• Google Analytics 4

Windsor.ai integration:

• No-code connectors to all data sources
• Cross-channel journey stitching
• Markov-based attribution modeling

Destinations:

• Windsor.ai dashboard (for unbiased, cross-channel insights with 12-hours data refresh intervals)
• Optional exports to BigQuery, Google Sheets, and Looker Studio for advanced reporting, visualization, and custom analysis

Results

By introducing Windsor.ai as a data integration layer, Betty Bossi managed to achieve the following goals:

• Increased ROI by 16%+ after reallocating the budget based on the actual campaign impact.
• Discovered that branding campaigns were key conversion drivers, leading to more informed investment in upper-funnel strategy.
• Unified digital and print campaign performance data in a single analytical environment.
• Optimized budget by 77% by shifting spend from unprofitable campaigns to the top performers.
• Implemented a fully automated ELT pipeline that’s easy to maintain and runs without internal technical support.

Final takeaway

With Windsor.ai, Betty Bossi replaced fragmented attribution with unbiased, full-funnel insights across online and offline campaigns. The result was a significant improvement in ROI, clearer visibility into branding effectiveness, and a scalable, fully managed data architecture.

Ready to see the full picture across all your campaigns?

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