Multi-Touch Attribution & Channel Optimization
BIA · 2021–2023
Built a Multi-Touch Attribution framework that quantified ROAS across channels and guided budget allocation decisions. Optimized the underlying SQL reporting infrastructure, reducing dashboard load times by 70%.
What I Built
A multi-touch attribution model that assigned fractional credit across marketing touchpoints — moving the team from last-click attribution to a data-driven model that reflected actual customer journeys. Also conducted funnel analysis and A/B testing in HubSpot and Salesforce to optimize conversion at each stage.
Impact
The attribution framework revealed that several high-spend channels had lower true ROAS than assumed under last-click, leading to a reallocation of budget that improved overall marketing efficiency. Query optimization reduced dashboard latency by 70%, making the reports actually usable for weekly planning.
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