Cross-Channel Attribution
for an E-Commerce Giant
Marketing efforts spanned multiple channels, including paid search, display advertising, email, social media, and content marketing.
Objective
We worked with a large E-Commerce company’s Marketing Engineering team, aimed to develop a comprehensive cross-channel attribution model that would provide insights into the contribution of each marketing channel and help optimize its marketing budget.
Approach
We took following approach to achieve the objective:
Data Collection and Integration
Implementation of Server-Side Tracking ID
Choosing the Attribution Model
Model Development and Validation
Implementation and Training
Results
Enhanced Customer Journey Insights: The combined approach provided a more comprehensive understanding of customer behavior, enabling the team to create personalized marketing campaigns and improve the overall customer experience. Improved ROAS: The cross-channel attribution model resulted in a 16% increase in ROAS, as it allowed marketing team to optimize ad spend and target customers more effectively. Increased customer lifetime value: The insights derived from the attribution model allowed us to optimize its marketing strategies and improve customer engagement
Other Case Studies
RFM Segmentation
Powerful, flexible, scalable, digital
experiences for your business