From guesswork to precision: building attribution confidence for a top UK insurance & travel group
No model
To full cross-channel view
All products
Benchmarked & standardised
Evidence-led
Budget allocation
The challengeA top UK insurer could not evaluate its multi-channel marketing performance without a scalable, standardised attribution model.
Service lines
Reporting & MeasurementData Science & Analytics
The outcomeA cross-channel attribution model deployed, giving cross-functional teams the confidence to benchmark performance and optimise spend.
Client Situation
- The client could not reliably evaluate its multi-channel marketing. Product teams measured differently, and with no common model to compare channels or campaigns, budget decisions ran on instinct rather than evidence.
Our Contribution
- Standardised measurement metrics across all marketing activity so performance could be benchmarked accurately.
- Audited the martech stack across product departments to identify gaps and quick improvements.
- Centralised and validated all marketing and conversion data to ensure accurate attribution.
- Designed an attribution dashboard built around commercial KPIs with a centralised data view, and trained cross-functional teams to read campaign ROI from it.
Results
- A trusted, scalable attribution model, making benchmarking and performance comparison straightforward.
- Deeper analysis of marketing activity, driving more efficient optimisation of spend.
- Teams confident in judging campaign effectiveness, allocating budget and planning performance on evidence rather than guesswork.