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Marketing Channel Attribution & CAC Efficiency
Multi-touch attribution model optimizing customer acquisition spend across channels.
Tracked
CAC by Channel
3.2x
ROAS (Avg)
4.2 mo
Payback Period
Time Decay
Attribution Model
The Challenge
Where should we actually spend customer acquisition budget? Which channels deliver best ROI? Legacy attribution masked true channel performance.
Technical & Strategic Approach
- Implemented time-decay attribution model weighting recent touchpoints
- Built CAC calculation by channel with customer payback period tracking
- Created ROAS comparison across channels and campaigns
- Developed budget efficiency visualization showing ROI vs. spend scatter
- Automated attribution pipeline reconciling marketing and CRM data daily
Results & Outcomes
Reallocated $1.2M from low-ROAS channels. Improved overall ROAS from 2.1x to 3.2x. Reduced CAC by 18% while improving customer quality. Budget now data-driven.
Tech Stack
SQL
Python
Tableau
Mixpanel
Salesforce
Pandas
Deep Dive into the Data
Explore interactive dashboards, detailed analysis, and data visualizations
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