Enhanced multi-touch attribution modeling
Case Studies / FinTech / Customer Acquisition
Client with a marketing mix that included direct mail, aggregators, digital, email had a desire to allocate credit to the entire sequence of marketing touch points involved in a conversion, thereby identifying the true impact of each marketing channel.
Our goal was to improve marketing investment decisions via an enhanced understanding of attribution across offline, digital and partner channels.
We developed a bathtub based attribution model with appropriate weightage for the timing of contact and channel relevance.
Redesigned direct mail selection to minimize costs for populations with significant overlap between direct mail initiated and completion at aggregator sites, while testing universe expansion opportunities in adjacent populations.