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Using Markov chain analysis to understand prospecting activity for Regus

Our results

How Croud show the true impact of prospecting activity across Facebook and display

The Challenge

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 Results

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.

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Croud Inc Ltd, Trinity,
39 Tabernacle Street, London,

New York

Tel: 13473382012
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Croud Incorporated,
450 Broadway, 2nd Floor
New York, NY, 10013


Tel: 61291955309
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Croud Australia Pty Ltd,
Belmont House, 26-28 Wentworth Avenue
Surry Hills, NSW, 2010


Tel: 02080177723
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Croud Inc Ltd, The Chancery,
Abbey Lawn, Shrewsbury,