At a glance
- Client
- A consumer brand with a large marketing budgetName withheld for confidentiality
- Focus area
- Marketing
- Service
- Data & Analytics
- Scope
- Marketing data warehouse, attribution model and dashboards
The challenge
The brand spent heavily across search, social, video, affiliates and email, but each platform claimed credit for the same sales. Budget decisions were based on last-click reports and opinion.
Leadership wanted to know which spend actually produced revenue.
Our approach
Collect every touchpoint
Ad, web analytics and CRM data were combined into one marketing warehouse.
Stitch customer journeys
Touchpoints were linked into journeys from first visit to purchase.
Attribute fairly
A multi-touch model shares credit across the channels that influenced each sale.
Make it actionable
One dashboard shows return on ad spend by channel, campaign and audience.
The solution
The marketing team now sees each channel's real contribution to revenue rather than platform-reported numbers. Budget can shift towards what works with evidence behind it.
The analysis revealed channels that were under-funded relative to their impact.
Results
- All marketing data in one warehouse
- Customer journeys stitched across channels
- Fair, multi-touch credit for each channel
- Single dashboard for budget decisions
Technology used
- Google Analytics 4
- BigQuery
- dbt
- Attribution modelling
- Looker Studio
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