How Croud show the true impact of prospecting activity across Facebook and display
The Croud team wanted to gain a better understanding of the value of each stage of the marketing funnel, in order to allocate appropriate credit for each activity.
The Croud Difference
Croud pulled multi-channel funnel path data from Google Analytics into statistical software R, extracting all the conversion path data from GA into R in order to apply a customer attribution model.
Running the Markov chain attribution model in R determined the appropriate credit for each step of each pathway.
The Markov model showed that prospective activity had been highly undervalued, with a subsequent 275% increase in conversion credit given to Facebook and display. This understanding allowed Regus to better allocate their spend.