Van de Velde is a premium lingerie company founded in 1919, Belgium. The company holds several brands such as, Marie Jo, Prima Donna, and Andres Sarda, as well as their own retail store concepts such as, Lincherie and Rigby & Peller. Early 2022, they contacted Artefact to work together on the branding of Van de Velde as a premium lingerie brand and to increase their performance marketing activities.


To analyse the performance of Van De Velde’s marketing campaigns, we wanted to include reports from:

  • DV360

  • Campaign Manager 360

  • Pinterest

  • Facebook

  • Google Ads

  • Microsoft Ads

  • And more

into Google Analytics to create one final report. However, we quickly noticed a gap in the desired analysis as it couldn’t accurately and reliably perform the return-on-investment analysis that was needed to measure key indicators of Van de Velde’s overall marketing health. Such as, the return on ad spend or cost per action.


Our first idea to import Van De Velde’s digital marketing costs to Google Analytics was by building a custom solution to automate the process. The downside to this idea was that this approach required another dedicated team to:

  • Build the solution

  • Continually monitor APIs and custom connections

  • And adjust the solution upon updates from the APIs.

In addition, it requires a significant upfront investment as well as recurring costs and it would take months for the solution to be ready for use. In the meantime, the team of Van De Velde and Artefact would have to rely on inconclusive performance reports that could potentially lead to below par strategic decisions.

This is where Funnel’s solution came in. As Artefact is a Funnel Solution Partner, we proposed to Van De Velde to use Funnel’s marketing data hub instead of creating a custom solution. The marketing data hub connects all of Van De Velde’s performance marketing data sources and sends these key metrics to their Google Analytics. This solution requires less time, effort, and costs.


The impact on reporting became quickly visible:

“We now have an attribution model in place so we can see return-on-investment on a channel level with costs and revenue in one place, but we want to take it forward and Funnel is a future proof solution that allows this”
Gabriela Nedelcia, Marketing Consultant at Van de Velde

Using Funnel’s marketing data hub has led to:

  • A 19% decrease of annual costs for data processing within the first year

  • A forecast of a further reduction of 49% in annual costs compared to using manual data processing

  • 40% time reduction

“We’re thrilled to see the impact of having Artefact as one of our Solution Partners. Their expertise together with Funnel’s Marketing Data Hub has shown impressive cost savings for Van de Velde. It is proof that a data driven strategy moves the needle for marketing performance.”
Marc Wortelboer, Partner Marketing Manager at Funnel

With the great success of this first integration, Artefact and Van De Velde are now looking to expand the collaboration with Funnel by building performance dashboards in PowerBI. These dashboards will be automatically updated and include budgets and targets.

If you are interested in discussing the possibilities for your company, please reach out to Daniel Ferreira at or fill out our contact form.