Problem Statement:
A global e-commerce brand launched multiple marketing campaigns across various channels but faced challenges in attributing sales to specific campaigns. They needed a holistic view of their marketing ROI.
Our Approach:
By integrating data from ad platforms, web analytics, and sales databases, we aimed to create a unified view of the customer journey. Our goal was to attribute sales to specific touchpoints in this journey, giving a clear picture of each campaign’s effectiveness.
Tools Used:
- Google Data Studio for visualization
- Python (Statsmodels) for regression analysis
- Google Analytics for web data integration
Outcome:
The marketing ROI dashboard showcased:
- A clear attribution model highlighting the most effective marketing channels.
- Real-time data on campaign performance, enabling agile decision-making.
- Insights into customer behavior, leading to more personalized and effective future campaigns.
Blogs
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