Analytics & Attribution
Get clarity on what's working across your funnel. We build measurement systems that reveal the true impact of your marketing and help you make smarter decisions.
What We Do
Most businesses are flying blind. They know traffic is coming in and conversions are happening, but they don't truly understand which channels, campaigns, or touchpoints are driving results.
We build analytics and attribution systems that give you a complete view of your customer journey—from first touch to conversion and beyond. Our approach combines technical implementation with strategic analysis to help you understand not just what happened, but why it matters.
Using advanced techniques like Markov chain modelling, we help you understand the true impact of each touchpoint in your customer journey and predict how changes to your marketing mix will affect outcomes.
Our Services
Analytics Implementation & Setup
Proper tracking is the foundation of good decision-making. We implement and configure analytics platforms to capture the data that matters.
- • GA4 setup and migration
- • Google Tag Manager configuration
- • Event tracking and custom dimensions
- • E-commerce and conversion tracking
- • Cross-domain and app tracking
Attribution Modelling
Understand which channels and touchpoints truly drive conversions. We use Markov chain modelling to reveal the incremental value of each step in your customer journey.
- • Multi-touch attribution models
- • Markov chain analysis
- • Channel contribution analysis
- • Path-to-conversion insights
- • Scenario planning and forecasting
Dashboards & Reporting
Turn data into actionable insights with custom dashboards that surface what matters most to your business.
- • Custom dashboard design
- • Automated reporting
- • Executive summaries
- • Real-time performance monitoring
- • Data visualization and storytelling
Data Integration & Enrichment
Connect your marketing data across platforms to get a unified view of performance and customer behavior.
- • CRM and marketing platform integration
- • Data warehouse setup
- • API connections and data pipelines
- • Data quality audits
- • Customer data enrichment
Our Markov Chain Modelling Approach
Traditional attribution models (first-click, last-click, linear) are overly simplistic. They don't account for the complex, non-linear paths customers take before converting.
We use Markov chain modelling—a probabilistic approach that calculates the true contribution of each touchpoint by analyzing how removing it from the customer journey would affect conversion probability. This reveals which channels are genuinely driving results versus just being present in the path.
More importantly, this approach allows us to model "what-if" scenarios. Want to know what would happen if you increased spend on paid social by 30%? Or if you paused display advertising? Markov chain modelling helps us predict the impact of changes to your customer journey before you make them.
The result: smarter budget allocation, better channel mix decisions, and a deeper understanding of how your marketing ecosystem actually works.
Our Process
Audit & Assessment
We review your current analytics setup, identify tracking gaps, and assess data quality. This gives us a baseline understanding of what's working and what needs fixing.
Measurement Framework Design
We define what success looks like for your business and design a measurement framework that aligns with your goals. This includes KPI selection, event taxonomy, and attribution methodology.
Implementation
We implement tracking, configure platforms, build dashboards, and set up attribution models. Every implementation is tested and validated to ensure data accuracy.
Analysis & Optimization
With clean data flowing, we analyze performance, identify opportunities, and provide strategic recommendations. Our Markov chain models help predict the impact of potential changes before you commit resources.