Executive summary:
ParshipMeet Group wanted to make more informed decisions about where to spend its marketing budget. Last-click data made it difficult to judge the contribution of TV and display, or explain their value to finance. The team chose Funnel Measure to understand performance across its marketing mix and began testing its recommendations. In one U.S. test, ParshipMeet Group increased display spend by about 50% and saw more revenue than expected. Felix Janzen, VP Marketing Growth at ParshipMeet Group, says the work has also changed how finance and leadership look at marketing, giving the team evidence to support its investment decisions.
Key results:
- Increased U.S. display spend by about 50% in a test that delivered more revenue than expected, then maintained a higher level of investment.
- Used an affiliate test to challenge the model’s initial assessment and inform an update.
- Funnel data helps show finance and leadership how upper-funnel investment contributes to results.
Company profile:
ParshipMeet Group is a leading international dating and video company. Its portfolio of brands, including eharmony and Parship, supports millions of users every day in their search for community, connection and meaningful, lasting relationships. The wider group operates seven apps available in more than 190 countries and generated €285 million in revenue in 2025.
The challenge: Justifying investment that last-click could not explain
“It was always hard to convince them to get budget because of our last-click data,” says Felix Janzen, VP Marketing Growth at ParshipMeet Group, of conversations with finance and leadership about TV and display.
Felix is responsible for the dating platforms Parship, ElitePartner and eharmony. His team manages marketing across these brands and their markets, with a mix spanning TV, out-of-home, display and search. The teams looked at channel data separately, which led to decisions that did not always serve the overall strategy.
Felix wanted brand and performance marketing to work together. “It’s the same user running through the funnel,” he says. “It’s not that we have users on the brand side and then different users on the performance side.”
Advertising platforms offered recommendations around how budget allocation could be improved, but each had its own interests. “A lot of the big partners will tell you, please spend all your money on my platform,” Felix says.
ParshipMeet Group needed better insights into where to invest across the whole mix. Its existing marketing measurement was only updated every six months, while campaigns, products and market conditions changed much more frequently, rapidly making the insights obsolete.
The solution: Using MMM in ongoing budget decisions
ParshipMeet Group chose Funnel Measure after speaking with around 10 potential partners. Alongside the modeling capabilities, Felix wanted a team that could help its marketers use MMM in their ongoing, day-to-day work.
“No one worked with a tool on a daily basis,” he says. “For us it was important that we knew there was a team who would onboard us and help us to get the tool up and running.”
The initial pilot combined data from ParshipMeet Group’s digital and offline channels. When the model suggested changes to the media plan, the team investigated them through incrementality and geo tests, working with Funnel’s team to incorporate the findings and further calibrate the model.
The results: Restoring affiliate spend and scaling display
ParshipMeet Group believed the affiliate channel was a strong contributor to revenue, supported by the results reported by its advertising platforms. The initial model suggested its contribution was lower, so the team reduced affiliate spend to test that assessment. Revenue fell more than expected. ParshipMeet Group restored the spend and worked with Funnel to update the model with the findings, bringing its estimate of affiliate’s contribution closer to what the team had observed in the test.
The model also recommended investing more in display, where ParshipMeet Group had been allocating relatively little budget. “We decided in the US to make a test and increase the budget, and we really increased it by about 50%,” Felix says. Revenue exceeded expectations, so ParshipMeet Group continued investing at a higher level and fed the findings back into the model. In this case, testing supported the recommendation to increase spend.
Felix also describes a change in how finance and leadership view upper-funnel activity. Where last-click had made budgets difficult to justify, he now has evidence to discuss their contribution to revenue.
“With the Funnel data, we now have the chance to really prove that our investments are efficient and that they’re really contributing to our results,” he says. ParshipMeet Group and Funnel continue to adapt the model as tests produce new findings and the marketing mix changes.
“The first model will never be your final model,” Felix says. “The model will always be evolving with your marketing and with the product together.”
