BrandAlley
ROI in 2 Months: How BrandAlley Saved £25k a month from a single use case with DinMo
As Director of Marketing, Andrew Webber has spent the last 18 months tackling a problem that’s eroding margins across eCommerce: rising CAC driven by inefficient performance spend. At BrandAlley, paid media was increasingly driving orders from customers who were already loyal but not new growth.
With the business moving fast, BrandAlley needed a solution that could prove value quickly, suppress wasted ad spend, and connect acquisition with retention in one place. DinMo delivered exactly that.
Results
89% uplift in organic traffic - eliminating up to £25k/month in wasted ad spend
By excluding highly engaged customers from paid search, BrandAlley saw an 89% increase in organic traffic for that cohort, freeing up to £25k per month previously spent re-acquiring customers who already knew the brand. This budget was quickly reallocated toward true new-customer acquisition using DinMo.
Full platform ROI achieved in 2 months
A single use case, suppressing loyal customers from paid acquisition, generated enough savings to cover the full annual cost of DinMo within 2 months, before factoring in any incremental growth from the reallocated spend and other use cases being tested.
Activation in 48 hours - with no professional service support
While other vendors proposed weeks of scoping and paid services, BrandAlley had data moving between channels within 48 hours, validating the approach fast and removing any risk from implementation.
130+ live, granular customer segments powering daily activation
With direct access to their warehouse data through DinMo, BrandAlley has built more than 100 highly granular customer segments across lifecycle stage, engagement, browsing behaviour, purchase history, and value. These segments update dynamically and are actively used across acquisition and retention, replacing the static exports with always-on audience logic.
Challenge
For Andrew, understanding who customers are, where revenue comes from, and which channels actually deliver ROI has become increasingly critical. Andrew could also see the CAC curve bending in the wrong direction. Every month, more budget was being spent to drive orders rather than growth, and the team lacked a reliable way to suppress, segment, and redirect spend at speed.
The hidden cost of loyalty
BrandAlley has a large base of highly engaged customers, some purchasing 11 times per year. Yet many were still returning via paid search channels, with up to 15% coming back through Google search terms alone. Current processes meant there was no way of understanding who these customers were, or giving them any sort of separate treatment.Acquisition budgets funding existing customers
Performance spend was optimised around revenue, not growth of the customer base - starving top-of-funnel acquisition of budget and limiting long-term growth. A less efficient way to spend your marketing budget, but without a solution to orchestrate in the middle, it's really difficult to fix.Suppression and orchestration were operationally hard
Excluding the right customers across Google, Meta, affiliates, and owned channels required stitched-together processes and manual effort. This meant drastically slowing speed of execution and inhibiting the ability to test and learn quickly.Enterprise CDP timelines didn’t fit the business
BrandAlley moves fast, so long sales cycles, heavyweight onboarding, and large upfront commitments would have been difficult to pass through procurement processes. This made many other CDP offerings a non-starter with their heavy implementation times and requirements for other professional services.
Solution
DinMo became BrandAlley’s activation layer - the place where customer understanding turns into action across channels. DinMo now gives visibility to the marketing team across the entire customer journey, including spending habits, browsing behaviours and CRM campaign feedback, enabling a deeper understanding of which customers do what and how they can be targeted best.
Wasted ad spend → Smarter suppressions
DinMo made it simple to identify and suppress highly engaged customers from paid search, pushing them into lower-cost return paths like organic and immediately reducing wasted spend. DinMo then helped repurpose this freed up budget for true new-customer growth in paid channels.
Siloed channels → Joined-up journeys
DinMo helped the team connect acquisition and retention. BrandAlley’s CRM manager now works across performance and lifecycle, building segments and journeys based on how customers enter the business and what they’re most likely to buy next down to the individual product level, all leveraging the rich data in their data warehouse.
Slow integrations → Data moving in days
During the POC, BrandAlley had customer data flowing into their email platform in under 48 hours, avoiding weeks of professional services discussions. This data could be activated immediately to both CRM and paid media channels, all as part of a free POC.
Critical SMS destination built during POC
SMS is a high-impact, high-priority channel for BrandAlley. DinMo didn’t have a pre-built integration to their new SMS provider, but delivered one within 2 weeks during the proof-of-concept window. This enabled a true omni-channel experience, particularly between email and SMS, which wouldn’t have been possible without DinMo.
Why BrandAlley Chose DinMo
1. Speed of decision, speed of proof
This wasn’t an enterprise CDP sales cycle. DinMo focused on what data BrandAlley already had and how quickly it could be activated - enabling a fast decision backed by real proof, not promises.
2. Fast time-to-value in a cost-focused business
Andrew needed to turn “cost” into “investment” quickly. DinMo made that easy by proving value early - with a clear, defensible business case that finance could sign off without long debate.
3. Hands-on delivery without heavy resourcing
BrandAlley didn’t need to hire, restructure, or pause delivery. DinMo handled the complex setup and integrations with the data warehouse and ads platforms, enabling the existing team to execute faster without adding operational burden.
4. Real orchestration - not roadmap promises
DinMo shipped the destinations BrandAlley needed during the POC, proving activation capability upfront. Value came before long-term commitment, not after a fluffy roadmap presentation.
Future-Proofing Growth
BrandAlley is now doubling down on a category-led strategy: identifying 10-12 core categories that bring in the highest-value customers and using DinMo to dynamically guide them from first purchase to second, and beyond.
As CAC continues to rise, BrandAlley’s advantage is speed:
Stopping waste fast,
Proving incrementality (showing marketing activity is generating new revenue and not just capturing revenue that would have happened anyway),
Reallocating budget without weeks of delay.
