Building Multi-Touch Attribution for a MarTech Startup

El Desafío

The organization ran on systems built a decade ago. Staff spent hours on manual data entry that should have taken minutes. Customer information lived in separate spreadsheets across three departments, and response times to client requests were getting worse, not better.

Nuestro Enfoque

Investigación, Análisis y Fundamentos Estratégicos

• Pulled user behavior data from every touchpoint and found where people were leaving and why
• Benchmarked against five competitors to see what was working in the market and what was not
• Set up a measurement framework tied to actual business outcomes, not vanity metrics

Diseño, Desarrollo e Implementación

• Rediseñados los flujos de usuario clave según los hallazgos de la investigación, eliminando tres pasos innecesarios del registro
• Construido un framework de pruebas para que el equipo pudiera lanzar cambios semanalmente en vez de mensualmente
• Añadida personalización basada en lo que los usuarios hacían en el producto, no solo en datos demográficos
• Creados dashboards que daban al equipo directivo una visión clara sin necesitar un analista de datos para interpretarlos

Lanzamiento, Optimización y Escalabilidad

• Launched acquisition campaigns on the two channels that testing showed worked best
• Built automated email sequences that moved prospects forward based on what they clicked and downloaded
• Set up a referral program that rewarded existing customers for bringing in new ones
• Created a content strategy targeting the specific search terms that potential buyers were using

Lo Que Aprendimos

1. Shipping a visible win in the first 60 days changed the internal conversation. Stakeholders who were skeptical about the project became its biggest advocates.
2. Reducing monthly churn by 2 percentage points had the same revenue impact as increasing new signups by 15%. Retention math is unforgiving.
3. Starting in one market segment instead of three kept the budget focused and gave us real data to work with before expanding. The temptation to go broad early is strong, but the results argue against it.
4. Over 70% of user sessions in every European market we entered came from mobile devices. Designing for desktop first and adapting for mobile was backwards.
5. When marketing, sales, and product all tracked different numbers, every meeting turned into a debate about whose data was right. Agreeing on metrics first eliminated that.

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