Automated Marketing Attribution to optimize $10M+ ad budgets per year.
Automatic collection and transformation of data that saves 10+ hours every week.
Early on, RVshare spent on advertising and their goal was to optimize that spending through accurate attribution. However, since they are a marketplace, it is difficult to do accurate attribution since their sale is not direct. It is not like you click on a “buy now” button and a purchase is initiated.
The challenge is to ensure that once the seller approves the buyer’s request to rent the RV, then the ad campaigns that targeted the buyer get credits for the purchase.
We improved their measurement stack. Their existing stack had Segment and Google Tag Manager on the client side which sent data to Google Analytics and their marketing platforms (Bing & Facebook). The first thing we did was that, along with Google Analytics, we sent their data into BigQuery directly from segments. This allowed a more granular analysis. As the reports on Google Analytics were aggregated and they could not see individual user journeys.
Then we ensured that ad campaigns were only attributed to purchases when the seller confirmed the buyer’s request. To further optimize this, we used Markov chain modeling to get the best mix of recommendations to ignore sources of traffic that were not relevant to their success.
We are a digital analytics consultancy that helps businesses turn customer and marketing data into clear, actionable insights. We empower teams to optimize performance, make smarter decisions, and drive measurable growth.
