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Attribution models are data-dependent. Consistent and accurate collection of data is paramount to your program’s success. A customer journey can take many months (or years) and span dozens of touches, both anonymous and known. Many times the systems in a given marketing technology stack are not configured to produce the data required to satisfy any of the models above with any consistency. Before embarking on a given model, ensure each touch, campaign, and activity type is defined and tested against multiple use cases.
Segment was deployed across the website and app, generating events based on user activity. These events were then used to build a comprehensive reporting system to track user behavior, the number of insurance policies sold, and total revenue generated. This allowed us to gain visibility into ROAs and help them allocate funds for paid and other marketing efforts more effectively.View customer story →