Brand creative, performance media and on-site commerce ran in separate silos with separate agencies, so the funnel leaked at every hand-off, creative was not built for performance, and no one owned the journey from impression to basket. Customer data sat unused for segmentation, acquisition cost rose and conversion stalled.
VA integrated creative, performance and commerce under one full-funnel model with outcome-linked fees, a creative-for-performance workflow and analytics-led segmentation — so the whole journey from impression to basket is owned and efficient.
Chief Digital Officer, Head of Media, Head of Creative Production
The strategic problem
Brand creative, performance media and on-site commerce ran in separate silos with separate agencies, so the funnel leaked at every hand-off, creative was not built for performance, and no one owned the journey from impression to basket. Customer data sat unused for segmentation, acquisition cost rose and conversion stalled.
Diagnose & Design
VA ran a marketing & production ecosystem audit mapping the full funnel — creative production, media planning and buying, on-site commerce optimisation — by agency, tool and hand-off; spend mapping & cost baseline analysis quantified the cost of duplication between silos, including creative rebuilt for performance and commerce that should have been produced once. The audit also exposed how little the group used its own customer data for analytical segmentation and cross-sell. A gap & maturity assessment benchmarked the group against integrated full-funnel leaders, and governance design (RACI, KPI framework, scorecards) defined the model for a single funnel owner, with scenario modelling & forecast simulation projecting the efficiency gain from integration.
Ecosystem & Remuneration
VA designed an integrated full-funnel partner ecosystem — roster rationalisation & consolidation merged the separate creative, media and commerce panels into one model with defined responsibilities across the journey, modernising the agency perimeter in support of the commercial plan. Remuneration model design introduced outcome-linked fees tied to funnel KPIs — cost per acquisition, basket value, conversion rate — rather than activity; fee benchmarking & validation confirmed integrated roster terms were competitive. Scoping & SOW design formalised a creative-for-performance workflow and an analytics-led segmentation capability so assets and audiences were built once for the full funnel, and the incumbent partner challenge identified which agencies could operate integrated and which could not.
Rollout & relationship management
Contracting & onboarding formalised the integrated roster with agreements embedding cross-funnel coordination obligations, shared measurement standards and performance-linked fee triggers; handover, rollout & commitment tracking governed the migration from siloed arrangements, ensuring the single-owner structure was live before the next major trading campaign. AURA/Planner back-planned the rollout to two dates — legacy contract expiry and integrated model go-live — while relationship management held the creative, media and e-commerce communities aligned throughout the structural change.
Execution Oversight
VA applied bid governance across creative and media production, using triple and double-award disciplines to hold competitive tension on major campaign estimates. Production cost validation & budget control tracked working-media ratios and creative unit costs against the integrated model baseline, flagging any silo-revival behaviour. Briefing & estimate review governed every major brief at intake, ensuring creative was scoped for the full funnel from the outset and that performance, commerce and segmentation requirements were embedded before production began.
Performance Measurement
With the funnel under one owner, value was tracked end to end. KPIs and scorecards from governance design — cost per acquisition, working-media ratio, basket conversion rate, creative reuse across funnel layers — tracked via partner performance evaluation on a 90/180/360 appraisal cadence; cost saving and cost avoidance reported separately. Outcomes: 21% reduction in media and agency cost, 13% cost avoidance from duplication removed across the funnel, 30% improvement in working-media efficiency (today closure reports; full performance measurement on the roadmap).
Why VA
A funnel run in silos leaks value at every hand-off. VA integrates commerce, performance and creative under one model, powered by segmentation, so the whole journey is owned and efficient.
Common questions
What is a full-funnel commerce operating model?
One integrated model across brand creative, performance media and on-site commerce with defined responsibilities along the journey and outcome-linked fees — replacing separate silos and agencies where the funnel leaks at every hand-off.
How does integrating the funnel reduce cost and lift conversion?
Removing duplication across the creative, media and commerce hand-offs cuts cost, while a creative-for-performance workflow and analytics-led segmentation build assets and audiences once for the full funnel — so working-media efficiency and conversion rise together.
How is end-to-end funnel performance sustained?
Cost per acquisition, working-media ratio, basket conversion and creative reuse across funnel layers are tracked on a 90/180/360 cadence under one owner — so the journey stays integrated rather than re-siloing.