Away, the modern travel lifestyle brand, has built its growth on data-driven marketing decisions. With millions invested annually across Meta, Google, partnerships and emerging channels, Valeria (Chisca) Dediu, VP of Growth Marketing & Ecommerce and her team needed an independent, unified source of truth to compare channel efficiency and optimize spend.
By adopting DV Rockerbox™, Away gained clarity on channel performance, validated Meta’s incremental value, and empowered its team to make confident, high-stakes decisions during its most critical sales periods.
Away’s marketing team faced a common but frustrating problem: each platform reported success differently, making apples-to-apples comparisons impossible.
“If I add up all the revenue reported by the different platforms, we’d be a billion-dollar company — and we’re not there just yet,” said Valeria Dediu.
Without a unified measurement framework, the team risked misallocating spend based on inflated or conflicting metrics.
“It would be virtually impossible for us to deliver the results at the scale and complexity of what we’re trying to do without having that independent, unified source of truth.”
Away implemented DV Rockerbox across all three core methodologies — multi-touch attribution (MTA), marketing mix modeling (MMM) and testing. This let the team unify different perspectives into a single measurement framework.
“For Meta examples specifically, I was just checking the numbers for Q1 to give you a sense of how much triangulation the team needs to work with. The DV Rockerbox MTA-attributed revenue for Meta is more than six times higher than last-click revenue, but it’s a fraction of what Meta has reported in terms of that revenue. So having that independent, unified source of measurement is extremely critical.”
By bringing MTA, MMM and Testing together under one roof, DV Rockerbox gave Away the confidence to act decisively.
“I wouldn’t be overselling it by saying that it’s been a game changer and it’s a key pillar in our measurement toolbox.”
The ultimate test came during Away’s busiest period of the year: Black Friday and Cyber Monday.
Leading into the holidays, Away had been pulling back Meta investment. But DV Rockerbox’s MMM showed Meta was outperforming other channels during this critical window — even at peak costs. Armed with this insight, the team doubled Meta investment year over year.
“It was a big risk that we wouldn’t have taken without the confidence we had from DV Rockerbox as another data point in the triangulation,” said Dediu.
During the five-day shopping period, DV Rockerbox’s near real-time, granular data enabled Away to reallocate dollars daily — sometimes multiple times per day — ensuring budget flowed to the best-performing campaigns.
“We ended up doubling our investment in Meta compared to the prior year while maintaining efficiency and driving almost equal revenue impact, which was massive.”
Beyond the numbers, the process elevated the way the team operated.
“It was a highlight for me personally. My team operated at a whole different level, leaning into those insights and collaborating in new ways with both Meta and DV Rockerbox.”
With DV Rockerbox powering MTA, MMM and testing in one platform, Away achieved:
DV Rockerbox has become a cornerstone of Away’s marketing strategy, enabling continuous optimization and confident decisions at scale. By unifying MTA, MMM and testing within a single platform, DV Rockerbox gives Away the clarity and confidence to act boldly when it matters most.
“It’s truly allowed my team to operate at the level I envisioned since I joined almost three years ago — making continuous data-driven optimizations and delivering when it matters most,” said Dediu.