How WeTransfer figured out their whole marketing picture (spoiler: it's messier than you think)
Original: How WeTransfer used a Growth Model to predict marketing ROI and identify biggest revenue opportunities
Barbara Galiza
May 29, 2025
8 min read
Case Study
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Summary
This article provides an in-depth look at how WeTransfer leveraged a custom growth model to predict marketing ROI and identify their biggest revenue opportunities. It covers the process of building the growth model, how it was used by the product and marketing teams, and the key insights and results that were uncovered.
Who This Is For
Growth Marketers
Marketing Analysts
Product Managers
Key Takeaways
- Learn how to build a growth model that accounts for multiple revenue streams (subscriptions + advertising) instead of just direct conversions
- Understand how to measure the indirect impact of marketing on product virality and organic growth
- Discover how to align product and marketing teams around shared metrics that show the full customer journey
- See how to identify the biggest revenue opportunities across your entire funnel, not just paid media performance
Tools & Technologies
Server-side tracking Marketing Mix Modeling (MMM) Growth Model framework Attribution systems Incrementality testing
Topics Covered
growth-engineering ab-testing experimentation
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