How Pettable Turned $2.12M in Wasted Spend into Growth Capital with BlueAlpha's Action System

Fast Facts

• Industry: D2C pet-care

• Marketing Channels: TikTok, Google Search, Meta

• Core Challenge: Marketing data drowning in noise, unable to distinguish incremental from cannibalized revenue

The Challenge: From Data Paralysis to Action Clarity

When Google Search spend crept past break-even and CAC climbed 20%, Pettable's marketing team faced a familiar crisis: mountains of data, zero actionable clarity.

Traditional dashboards showed correlations. Attribution models made claims. But none could answer the only question that mattered:

Which specific campaigns should we scale, pause, or reallocate - and by exactly how much?

Existing measurement vendors delivered reports. Pettable needed decisions.

The Solution: BlueAlpha's Marketing Action System

BlueAlpha deployed its action system to transform Pettable's measurement chaos into execution clarity:

1: Rapid-Fire Incrementality Testing

Not quarterly reviews - weekly action cycles across TikTok, Meta, and Google Ads, each test generating specific campaign-level instructions.

2: AI-Powered Decision Engine

Every test result converted into concrete next steps: reallocate X dollars from campaign Y to campaign Z, pause these keywords, scale that audience by 30%.

3: Dedicated Execution Squad

BlueAlpha data scientists embedded with Pettable's growth team, turning recommendations into live campaign changes within 24 hours.

Implementation Timeline: From Integration to Impact

Day 0 (Jan 9, 2025)

Data integration live. BlueAlpha's system begins learning.

Day 25

First action executed. Google Search optimization captures ~$500k annualized savings.

Day 98

First Meta geo-lift test completes. Action: Scale budget 40% (3.4x ROI validated).

Day 240

Reddit test shows zero incrementality. Action: Immediate campaign termination, $150k redeployed.

The Results: Actions That Moved the Business (Jan-Oct 2025)

Immediate Wins

• $2.12M annualized savings identified and actioned across non-incremental search campaigns
  
  

• ~$900K saved from shutting down a non-incremental Google Ads Account (September)
  
  

• ~$750K saved from eliminating a second non-incremental Google Ads Account (August)
  
  

• ~$500K saved from precision Google Search reallocation (March)

Growth Unlocked

• 14% blended CAC reduction sustained over 9 months
  
  

• ~$200K incremental revenue generated from high-ROI campaign scaling
  
  

• ~900 incremental conversions from single TikTok audience test
  
  

• 3.4x ROI validated on Meta, driving confident budget increases

Continuous Optimization

• Weekly action cadence: 5x faster than legacy measurement cycles
  
  

• Campaign-level precision: No more channel-level guesswork
  
  

• Zero analysis paralysis: Every insight paired with executable next steps

Why It Worked: Measurement Without Action is Wasted Effort

True Causal Measurement

BlueAlpha's Bayesian MMMs with dynamic priors didn't just measure: they prescribed. Every test generated statistically rigorous, campaign-specific actions.

Decisions at Test-Velocity

Weekly refresh cycles meant Pettable could act on live market dynamics, not stale quarterly reports. When CPMs spiked or creative fatigued, the system flagged it and recommended specific adjustments.

Radical Transparency

No black boxes. Pettable's team could inspect every model, understand every recommendation, and trust every action. The result: immediate buy-in and execution.

What's Next: Scaling the Action System

Active Initiatives

• Meta Ads Holdout: Currently running in 17 states to validate national scaling potential

• Google AI Max Test: Parallel testing Google's AI tools with geo-lift validation

Pipeline

• Meta National Geo-Lift: Extending Meta successful test results nationwide

• Marketing Mix Model (MMM) Integration: Weekly channel contribution analysis with automated budget recommendations

• CTV/YouTube Top-of-Funnel Test: Validating incremental reach for Q1 budget planning

Fast Facts

• 10% Google Search cut without revenue loss
  
  

• $2.12M annualized budget savings actioned
  
  

• 14% CAC reduction in 9 months
  
  

• 25 days from integration to first major win
  
  

• Campaign-level actions, not channel-level guesses
  
  

• Weekly optimization cycles, not quarterly reviews

About BlueAlpha

Founded by former Tesla leaders, BlueAlpha is the marketing action system that transforms measurement into execution. We combine always-on incrementality testing, AI-powered decision engines, and human expertise to turn marketing data into concrete, campaign-level actions that drive provable growth.

We don't just measure. We execute.

Transform Your Marketing from Cost Center to Profit Engine

Ready to stop analyzing and start executing? Book a 30-minute Action Audit to see exactly which campaigns are wasting your budget, and what to do about it.