How Oyster Slashed their Customer Acquisition Cost by 28% with Dreamdata
“Being able to quickly adapt audiences and improve them, then see them automatically applied into your campaigns without having to do anything else is kind of magic.”
- Mathilde Dechansiaud, Lead Manager Demand Generation
#Challenges
1. Lack of visibility into the entire customer journey
Oyster initially used first-touch attribution reporting to track marketing performance. However, as the company grew, this approach became increasingly inadequate. Without a complete view of the customer journey, first-touch reporting overcredited intent-based channels like search, while undervaluing the influence of LinkedIn brand campaigns, events, and partnerships.
2. Endless manual data stitching and reporting with spreadsheets
Mathilde knew LinkedIn brand campaigns were influencing the customer journey, but proving this was difficult. She relied on manual workarounds, such as exporting impression data from LinkedIn and matching it with CRM data through spreadsheets. These workarounds were not scalable and difficult to present as credible data to leadership.
3. Limited by LinkedIn’s native audience builder
Mathilde’s team at Oyster had to manually build audiences using LinkedIn’s native audience builder, which resulted in static lists. More importantly, LinkedIn’s audience data alone wasn’t precise enough for the level of targeting Oyster needed, making it difficult for their campaigns to reach the right accounts.
4. Struggled to sync offline conversions to ad platforms
Oyster was unable to feed offline conversions to LinkedIn and Google. Since ad platform’s algorithms rely on this data to find prospects most likely to convert, this left their campaigns under-optimized, leading to wasted ad spend and a higher CPA.
“All of our reporting was on a first-touch basis, which is really limiting… especially when you want to understand performance and the influence of brand campaigns, events, and partnerships. It was just hard to get the full picture.”
Mathilde Dechansiaud, Lead Manager Demand Generation
“It was a bit of a patchwork… we needed something a bit more robust to be able to showcase those insights to leadership and something that's clean and neat for every level to understand.”
Mathilde Dechansiaud, Lead Manager Demand Generation
“We can't entirely rely on the data that LinkedIn provides you to build audiences. It’s restricting, but also any audience list that you want to build is static, which is just impossible to deal with.”
Mathilde Dechansiaud, Lead Manager Demand Generation
#Solution
1. Tracking the complete customer journey
By collecting first-party data from Oyster’s website and go-to-market tech stack and leveraging its status as an official LinkedIn Marketing Partner, Dreamdata pulls unique account-level LinkedIn ad impressions and engagement. All this data is unified into a single account-based timeline, giving Oyster visibility into how LinkedIn brand campaigns, events, and partnerships impact pipeline and revenue, rather than just the first interaction.
“With Dreamdata, you get a much clearer, data-backed view of the entire customer journey and which of your channels matter, and it really is an eye-opener for B2B marketers to understand the worth of what they do.”
Mathilde Dechansiaud, Lead Manager Demand Generation
2. LinkedIn impression attribution
Mathilde's findings showed that LinkedIn impressions strongly influenced the customer journey. By configuring Dreamdata’s attribution models, Oyster can fairly weight their LinkedIn impressions without overstating their impact, meaning their reporting accurately measures the impact of their marketing efforts. Together with Dreamdata’s LinkedIn Ads Performance Report, Oyster tracks how campaigns influence every stage of the funnel.
Dreamdata is a LinkedIn partner and that gives a lot of credibility of course. I had our LinkedIn rep do a bit of research on you guys just making sure, and all the feedback was quite positive. So we kind of reassured that we're going to be in good hands.
Mathilde Dechansiaud, Lead Manager Demand Generation
3. Automatic audiences sync to Linkedin Matched Audiences
Oyster can easily access all their go-to-market data to create dynamic and precise audiences based on behavior, firmographics, and real business outcomes with Dreamdata’s point-and-click Audience Builder. They can automatically sync these custom audiences directly to LinkedIn Ads, benefitting from Dreamdata’s status as a LinkedIn Audiences partner. With Dreamdata’s Audience Hub, Oyster can build dynamic audiences based on key intent signals and automatically sync them with LinkedIn.
4. Offline Conversions Syncs
Dreamdata’s one-click offline conversions syncs enables Oyster to automatically feed pipeline data to LinkedIn and Google on a daily basis. This ensures that the algorithms optimize targeting and improve campaign performance automatically.
"Being able to quickly adapt audiences and improve them, then see them automatically applied into your campaigns without having to do anything else is kind of magic."
Mathilde Dechansiaud, Lead Manager Demand Generation
#Results
28%
Decrease in CAC
25%
Increase in ROI
1. Marketing has the data leadership trusts
With Dreamdata, Oyster’s leadership now understands and trusts the data. As a result, Mathilde’s team can secure support for ongoing LinkedIn investments, shifting their budget allocation from a 70/30 split favoring conversion campaigns to a 70/30 split prioritizing brand marketing.
2. Measure LinkedIn's impact while eliminating hours of endless spreadsheets
With Dreamdata, Mathilde has eliminated hours of manual spreadsheet work and no longer needs to rely on error-prone data stitching to measure LinkedIn’s impact. Instead, Oyster’s marketing team can automatically track LinkedIn impressions and their contribution to pipeline in a scalable, repeatable way.
Mathilde can now quickly analyze LinkedIn’s influence on customer journeys and spend more time optimizing campaigns instead of crunching data.
3. Improved audience targeting
With Dreamdata’s Matched Audience Syncs, Mathilde can now build dynamic, precise audiences using all their go-to-market data. By static lists, Oyster can target more relevant audiences with greater efficiency.
4. 28% decrease in Customer Acquisition Cost
With Dreamdata, Oyster optimized ad spend across all inbound channels automatically, ensuring that impact on revenue was accurately reflected beyond direct conversions.
As a result, Oyster achieved a 28% decrease in Customer Acquisition Cost and a 25% improvement in overall ROI across all inbound channels.
“One of the goals of implementing Dreamdata was being able to pass on this data to Google to optimize our paid search campaigns and it’s been working great since we’ve done it… we’ve seen lots of improvements in CPA.”
Mathilde Dechansiaud, Lead Manager Demand Generation
Oyster
Oyster is a global employment solution that facilitates the hiring and management of global employees across more than 180 countries. Through solutions like Employer of Record (EOR), Global Payroll and Contractor Management, Oyster simplifies the complexities of global employment by handling compliance, payroll, and benefits administration, allowing companies to hire talent globally without needing to establish a local entity.
Mathilde Dechansiaud, Lead Manager, Demand Generation at Oyster. Leads the charge on paid media at Oyster—crafting and scaling high-performing campaigns across social, video and emerging channels. Mathilde analyzes performance, optimizes spend, and fine-tunes strategies to maximize pipeline growth and ROI.
