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Case Study
Marketing Analytics, Attribution & Budget Optimization
Built an end-to-end analytics framework to measure channel performance, validate attribution, and optimize budget allocation across marketing channels.
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Industry
eCommerce / D2C
📅
Engagement
10 Months
🛠
Platform
Windsor, Snowflake, Tableau
🎯
Focus
Attribution & Budget Analytics
The challenge
The business was investing across multiple marketing channels but lacked clarity on true performance, attribution accuracy, and budget efficiency, making it difficult to scale the right channels.
✓
Confusion between Attributed vs Last-touch revenue
✓
No clear visibility into channel-level performance vs targets
✓
Inefficient budget allocation across campaigns
✓
Lack of forecasting for traffic and revenue planning
✓
Fragmented reporting across platforms and teams
What this meant for the business
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Marketing spend was being wasted on underperforming channels
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High-performing channels lacked sufficient budget to scale
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Revenue attribution was unclear, causing poor investment decisions
🧩
Teams relied on fragmented reports with delayed insights
📊
Growth planning was reactive due to no traffic/revenue forecasting
Our approach
01
Unified Channel Visibility
Brought Paid Search, Social, Email, Affiliate, and Organic into a single view to compare performance consistently across channels.
02
Attribution Clarity
Rebuilt attribution using Attributed vs Last-touch models to expose true channel contribution and eliminate misleading performance signals.
03
Budget Decision Framework
Developed a structured approach to identify which channels to scale, reduce, or rebalance based on ROI, conversions, and efficiency.
04
Forecasting & Planning Layer
Introduced traffic and revenue forecasting to support forward-looking budget planning instead of reactive decision-making.
Key outcomes
🔄
Attribution clarity
Revealed significant gaps between attributed and last-touch revenue, exposing true channel contribution
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Unified performance visibility
Eliminated fragmented reporting by bringing 6+ marketing channels into a single, consistent view
💰
Smarter budget allocation
Identified high-impact opportunities to scale, reduce, and rebalance spend based on performance and ROI
🏷
Shift to proactive planning
Enabled forecasting-driven decision-making instead of reactive campaign optimization
What the client said
"
NMK Infotech strengthened our analytics setup by integrating complex data into clear, actionable dashboards used daily by our marketing teams.
Their forecasting capabilities improved our ability to predict trends and make better decisions.
Highly reliable and recommended.
Managing Director
D2C Sportswear Brand
Tech stack used
Snowflake
Tableau
Google Analytics 4
Meta Ads API
Python
SQL
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